Examining the Behavioural Impact of Artificial Intelligence Applications in E- Commerce Ecosystems

Harsimran  Kaur; Charul  Verma

Abstract

Within e-commerce ecosystems, artificial intelligence (AI) has emerged as a disruptive force that is altering digital decision-making, personalization tactics, and consumer engagement. AI applications such as recommendation systems, chatbots, intelligent search mechanisms, and predictive analytics are rapidly affecting online purchase behaviour. With an emphasis on purchase intention, contentment, and trust, this study investigates the behavioral effects of AI apps on customers in e-commerce settings. A structured questionnaire was used to gather primary data from internet shoppers using a quantitative research design. The suggested hypotheses were tested using statistical methods such as regression, correlation, and reliability analysis. The results show that while AI-enabled interactive support systems have a favorable impact on satisfaction and trust, AI-driven customisation has a major impact on purchase intention. By combining several AI applications into a behavioral framework, the study advances theoretical knowledge and provides useful insights for the creation of digital commerce strategies.

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