IMPACT OF AI AND E-BUSINESS RELATED FACTORS ON CONSUMER BEHAVIOUR INTENTION: MODERATING ROLE OF CUSTOMER TRUST

Abstract

This research investigates the determinants impacting Consumer Behavioural Intentions (CBI) within e-business environments, with a specific focus on empathy, facilitating conditions, AI-driven decision-making, AI proclivity, and the moderating influence of customer trust. The study examines how these factors collectively influence consumer behavioural intentions. Employing a quantitative approach, the study utilizes survey data gathered from e-business consumers and employees. The survey instruments encompass measurements of empathy, facilitating conditions, AI-driven decision-making, AI proclivity, customer trust, and consumer behavioural intentions. Two distinct questionnaires were administered: Questionnaire 1 targeted 247 customers who had engaged in various online transactions such as ordering from fast food establishments, hypermarkets, hotels, and banking services within the preceding three months. Questionnaire 2 collected responses from 174 employees directly involved in the operational aspects of e-business within these organizations. The findings reveal significant positive correlations between empathy, facilitating conditions, AI-driven decision-making, AI proclivity, and consumer behavioural intentions. Specifically, empathy and facilitating conditions exhibit substantial direct impacts on CBI, while AI-driven decision-making and AI proclivity positively affect CBI. The role of customer trust is highlighted as a moderator, enhancing the influence of empathy, facilitating Conditions, AI-driven decision-making, and AI proclivity on CBI. The study concludes that fostering empathy, enhancing facilitating conditions, implementing AI-driven decision-making, and cultivating positive attitudes toward AI are pivotal strategies for bolstering consumer behavioural intentions in e-business contexts. Customer trust emerges as a critical factor in amplifying these effects, underscoring its significance in cultivating robust customer relationships and sustaining business success. This study contributes novelty through its comprehensive exploration of multiple factors shaping consumer behaviour within e-business, encompassing empathy, facilitating conditions, AI-driven decision-making, AI proclivity, and customer trust. By integrating these elements into a unified framework and investigating their interactive impacts on consumer satisfaction and engagement, the research advances both theoretical understanding and practical implications in the realm of e-commerce.