FACTORS AFFECTING THE ACCEPTANCE OF ARTIFICIAL INTELLIGENCE IN ELECTRONIC COMMERCE
DOI:
https://doi.org/10.14456/aamr.2024.26Keywords:
Artificial Intelligence, Technology Acceptance Model, E-CommerceAbstract
Business entrepreneurs who want to expand their business and distribution channels to support the growth of electronic commerce should understand the factors affecting the acceptance of artificial intelligence in electronic commerce. The purpose of this paper is to identify the factors that affect the acceptance of artificial intelligence in electronic commerce. These factors can be examined according to the guidelines of the technology acceptance model, which includes thirteen elements: perceived usefulness, perceived ease of use, trust, subjective norm, compensation, experience, perceived value, technical complexity, enjoyment, perceived risk, perceived innovativeness, perceived information quality, and perceived customization. Three factors may act as mediator variables: perceived usefulness, perceived ease of use, and perceived value. This is because using artificial intelligence to support customers in buying products online can enhance their shopping experience and satisfaction. Business entrepreneurs can leverage these factors to adjust their service strategies, using artificial intelligence as a tool to support e-commerce in various contexts and for different populations.
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