Title: The influence of artificial intelligence on online behaviour

Authors: Renato Lopes da Costa; Inês Cavalheiro; Rui Gonçalves; Álvaro Dias; Rui Vinhas da Silva; Leandro Pereira

Addresses: Business Research Unit – BRU-IUL, ISCTE – Instituto Universitário de Lisboa, 1649-026 Lisbon, Portugal ' ISCTE – Instituto Universitário de Lisboa Lisbon, Portugal ' PIAGET Almada, LabEST, Avenida Jorge Peixinho, n.º30, Quinta da Arreinela, 2805-059 Almada, Portugal ' Universidade Lusófona de Humanidades e Tecnologias, ISCTE – Instituto Universitário de Lisboa, Campo Grande 376, 1749-024 Lisbon, Portugal ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, 1649-026 Lisbon, Portugal ' BRU-Business Research Unit, ISCTE – Instituto Universitário de Lisboa, 1649-026 Lisbon, Portugal

Abstract: The rapid development of technology over the past decades has led towards drastic changes in the way societies operate, one of which being the web becoming a new place for interactions. Particularly shaping contemporary digital transformation is the emergence of artificial intelligence (AI), a technology that is becoming progressively more predominant in various businesses, namely the field of online shopping. With the aim of enhancing the online shopping experience of customers, several AI-based tools, namely Chatbots, Recommendation Agents, and virtual try on systems (VTOs) have been introduced, which promise to increase the digital interaction between customers and brands and influence customer purchasing behaviour. Hence, the impact of these AI-based tools on customer online experience and subsequent purchase intention was examined by recourse to a quantitative approach that used an online questionnaire to gather data and structural equation modelling (SEM) for data analysis. The results highlight that AI is seen as a promising tool.

Keywords: E-commerce; artificial intelligence; purchase intention; online purchase experience; Chatbots; recommendation agents; VTOs; virtual try on systems.

DOI: 10.1504/IJSOI.2022.126326

International Journal of Services Operations and Informatics, 2022 Vol.12 No.2, pp.119 - 143

Received: 24 Sep 2021
Accepted: 23 Mar 2022
Published online: 20 Oct 2022 *

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