MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Performance Management & Retention Strategies

Examining the Impact of Generative AI Agents on Consumer Satisfaction and Loyalty in Indian E-commerce Platforms: Impact on Consumer Behaviour, Trust, and Purchase Intention

  1. R. Gunasundari
  2. Ria Thomas

Abstract

Purpose: The rapid adoption of generative artificial intelligence (AI) agents on Indian e- commerce platforms has transformed the way consumers interact with online retailers. Unlike traditional rule-based chatbots, generative AI agents can engage in natural conversations, provide personalized recommendations, and offer real-time assistance, thereby enhancing the overall shopping experience. Despite their growing prevalence, limited empirical evidence exists regarding how these AI-driven tools influence consumer attitudes and behavioral outcomes in the Indian e-commerce context. This study investigates the impact of Generative AI Agent Quality (GAAQ) on consumer satisfaction, trust, purchase intention, and customer loyalty. Drawing upon the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), a conceptual framework was developed and tested using survey data collected from 287 Indian e-commerce users who had interacted with AI-powered assistants. Quantitative analysis was conducted using descriptive statistics, reliability assessment, correlation analysis, and regression techniques. The findings reveal that perceived AI agent quality significantly and positively influences consumer satisfaction and trust. Furthermore, consumer trust was found to be a strong predictor of purchase intention, while satisfaction demonstrated the strongest influence on customer loyalty. The results highlight the strategic importance of accurate, responsive, personalized, and transparent AI interactions in shaping favorable consumer perceptions and long-term engagement. The study contributes to the emerging literature on generative AI in digital commerce by providing India-specific empirical evidence and offers practical insights for e-commerce firms seeking to enhance customer experience, strengthen trust, improve conversion rates, and foster sustainable customer loyalty through AI-enabled services.

Keywords

Support