TRANSFORMING E-COMMERCE: ARTIFICIAL INTELLIGENCE EFFECT ON PURCHASE DECISION AND HAPPINESS

Authors

  • Niwet THAMMA Faculty of Business Administration, Ramkhamhaeng University, Thailand
  • Wanpen ANYWATNAPONG Faculty of Business Administration, Ramkhamhaeng University, Thailand
  • Watcharapong TUNPORNCHAI Faculty of Business Administration, Ramkhamhaeng University, Thailand
  • Chaitat SAETANG Expressway Authority of Thailand, Thailand

DOI:

https://doi.org/10.14456/aamr.2024.13

Keywords:

Artificial Intelligence, Purchase Decision, Happiness Received from AI

Abstract

Artificial intelligence (AI) is poised to revolutionize online shopping, prompting questions about its impact on consumer behavior and experience. This study, grounded in the Technology Acceptance Model (TAM), investigates the influence of AI on both purchase decisions and happiness received from AI among Thai online shoppers. Using data from 300 Shopee and Lazada users, a structural equation model revealed a fascinating interplay between AI-powered features, perceived ease of use, and subsequent outcomes. Perceived ease of use directly bolstered perceived usefulness and intention to use AI, which in turn, significantly amplified purchase decisions and happiness. This suggests that AI features that simplify online shopping not only enhance its utility but also foster positive emotions and increased purchase behavior. These findings offer valuable insights for e-commerce platforms seeking to leverage AI's potential to create more convenient, enjoyable, and ultimately, profitable shopping experiences.

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Published

2024-03-26

How to Cite

THAMMA, N., ANYWATNAPONG, W., TUNPORNCHAI, W., & SAETANG, C. (2024). TRANSFORMING E-COMMERCE: ARTIFICIAL INTELLIGENCE EFFECT ON PURCHASE DECISION AND HAPPINESS. Asian Administration and Management Review, 7(1), 133–144. https://doi.org/10.14456/aamr.2024.13

Issue

Vol. 7 No. 1 (2024): Asian Administration and Management Review

Section

Articles

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