Citation

Alshawabkeh, Ekram M. and Mahdee, Junainah and Mohd Fauzi, Nurazlin (2026) Evaluating Artificial Intelligence (AI) Effect on Consumer Behavior on Purchasing Through E-commerce. Studies in Systems, Decision and Control, 612. pp. 921-931. ISSN 2198-4182

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Abstract

This article studies the gap in research about consumer intentions to purchase goods from e-commerce platforms, specifically in the electronic merchandise and effect of using Artificial Intelligence (AI) particularly the ChatGPT on consumer behavior. It also evaluates the methods that will be used by confirming the validity and reliability of the instrument. There is a need to study this topic because despite the growing e-commerce scene and decades of studies into consumer behavior, there is limited research that address what are the AI and specific factors affect the consumer’s intention to purchase electronic merchandise through e-commerce platforms. The quantitative research method is applied to this study in which respondents answer questions about purchasing electronic merchandise through retail e-commerce platforms. The main research results expected to confirm the relationship between (Perceived Trust, Perceived Convenience, Subjective Norms, and Pricing) and (Consumer Purchase Intention of electronic merchandise through retail e-commerce platforms) and to confirm the mediation effect of ChatGPT. The results of main study are beneficial to those involved in the online purchase process and consumer behavior researchers in developing successful platforms for electronic merchandise, as well as providing suggestions and recommendations that help the system developers to improve and raise the level of performance to enhance the elements of the purchase electronic merchandise

Item Type:	Article
Uncontrolled Keywords:	Artificial intelligence (AI), ChatGPT, consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5546-5548.6 Office management > HF5548.32-.34 Electronic commerce
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	10 Feb 2026 03:45
Last Modified:	10 Feb 2026 03:45
URII:	http://shdl.mmu.edu.my/id/eprint/15288

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