Publicação
The influence of AI on the well-being of e-commerce customers
| Resumo: | The increasing incorporation of artificial intelligence (AI) into online shopping emphasizes the need to understand its impact on e-commerce customers’ well-being. This study investigates how AI influences e-commerce customer well-being by adapting the expectation-confirmation model (ECM), using AI independent variables. The results from a survey of 591 e-commerce consumers from Portugal and Brazil, analyzed using the partial least squares structural equation modeling (PLS-SEM) and multigroup methodology, suggest that perceived responsiveness and perceived personalization significantly influence confirmation. Furthermore, perceived usefulness primarily depends on confirmation mediating its relationship with well-being, while perceived quality moderates the direct impact of confirmation on well-being. In Portugal, personalization impact outweighs responsiveness, while in Brazil, it is the opposite. Overall, this study provides valuable insights into AI’s impact on e-commerce customers’ well-being, presenting interesting findings for e-commerce service providers. |
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| Autores principais: | Sá, Gonçalo Nuno Pereira de Silva e |
| Assunto: | Artificial intelligence (AI) e-commerce purchase journey well-being PLS-SEM SDG 3 - Good health and well-being |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The increasing incorporation of artificial intelligence (AI) into online shopping emphasizes the need to understand its impact on e-commerce customers’ well-being. This study investigates how AI influences e-commerce customer well-being by adapting the expectation-confirmation model (ECM), using AI independent variables. The results from a survey of 591 e-commerce consumers from Portugal and Brazil, analyzed using the partial least squares structural equation modeling (PLS-SEM) and multigroup methodology, suggest that perceived responsiveness and perceived personalization significantly influence confirmation. Furthermore, perceived usefulness primarily depends on confirmation mediating its relationship with well-being, while perceived quality moderates the direct impact of confirmation on well-being. In Portugal, personalization impact outweighs responsiveness, while in Brazil, it is the opposite. Overall, this study provides valuable insights into AI’s impact on e-commerce customers’ well-being, presenting interesting findings for e-commerce service providers. |
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