Published on: May 2026
THE ROLE OF ARTIFICIAL INTELLIGENCE ON CONSUMER BEHAVIOUR TOWARDS ONLINE SHOPPING
Dr. I. Karthika
Article Status
Available Documents
Abstract
The rapid advancement of Artificial Intelligence (AI) has transformed online retail ecosystems, influencing consumer behaviour through hyper-personalization, recommendation systems, chatbot interactions, dynamic pricing, and predictive analytics. This study investigates how AI applications shape consumer perceptions, trust, decision-making, and loyalty in digital marketplaces. Drawing from both primary and secondary sources, the research identifies two main objectives: understanding AI’s influence on the stages of the consumer decision-making process, and evaluating consumer attitudes toward AI-enabled online shopping experiences. Findings from the literature suggest that AI enhances convenience, personalization, and satisfaction but also raises concerns over privacy, data transparency, and algorithmic bias. The study underscores the importance of ethical AI deployment and digital trust-building strategies for sustainable e-commerce growth.
How to Cite this Paper
Karthika, I. (2026). The Role of Artificial Intelligence on Consumer Behaviour Towards Online Shopping. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.214
Karthika, I.. "The Role of Artificial Intelligence on Consumer Behaviour Towards Online Shopping." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.214.
Karthika, I.. "The Role of Artificial Intelligence on Consumer Behaviour Towards Online Shopping." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.214.
Search & Index
References
- Bailey, A. A., Pentina, I., Mishra, A. S., & Ben Mimoun, M. S. (2021). Exploring factors influencing consumer trust toward AI-powered e-commerce applications. Journal of Retailing and Consumer Services, 58, 102350.
- Gnewuch, U., Morana, S., Adam, M. T., & Maedche, A. (2018). Faster is not always better: Understanding the effect of dynamic response delays in human–chatbot interaction. International Journal of Human–Computer Studies, 128, 24–39.
- Hassan, L. M., & Lee, H. (2020). AI and consumer decision-making: Understanding personalization paradox in online retail. Computers in Human Behavior, 108, 106319.
- Kumar, V., Dixit, A., Javalgi, R. G., & Dass, M. (2021). Understanding the role of Artificial Intelligence in marketing: A conceptual framework and research agenda. Journal of the Academy of Marketing Science, 49(6), 1091–1113.
- Loureiro, S. M. C., Guerreiro, J., & Tussyadiah, I. (2022). Artificial Intelligence in business: State of the art and future research agenda. Journal of Business Research, 139, 131–150.
- McLean, G., & Wilson, A. (2019). Shopping in the digital world: Examining customer service experience in online retailing. International Journal of Operations & Production Management, 39(5), 590–616.
- Park, E., & Huang, Y. (2022). Artificial Intelligence and customer loyalty in digital commerce. Electronic Commerce Research and Applications, 53, 101165.
- Sheehan, B., Jin, H. S., & Gottlieb, U. (2020). How to communicate with AI? Perceptions of artificial intelligence chatbots in online customer experience. Journal of Marketing Management, 36(13–14), 1282–1301.
- Yoganathan, V., Osburg, V. S., & Akhtar, P. (2021). How customer analytics and AI shape consumer decision-making in online retail. Technological Forecasting and Social Change, 162, 120370.
Ethical Compliance & Review Process
- •All submissions are screened under plagiarism detection.
- •Review follows editorial policy.
- •Authors retain copyright.
- •Peer Review Type: Double-Blind Peer Review
- •Published on: May 07 2026
This article is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. You are free to share and adapt this work for non-commercial purposes with proper attribution.