Citation

Mohd Nizan, Nur Batrisyia and Zaidi, Fatin Zaida and Mohd Fauzey, Nur Fatin Shahmina (2026) The Role of Artificial Intelligence in Alleviating Technostress and Shaping the Digital Shopping Experience in Malaysia. In: Leveraging AI and Big Data for Business Innovation. Springer Science and Business Media Deutschland GmbH, pp. 387-396. ISBN 978-3-032-20411-0 , 978-3-032-20412-7

Text The Role of Artificial Intelligence in Alleviating Technostress and Shaping the Digital Shopping Experience in Malaysia _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (684kB)

Abstract

The rapid development of artificial intelligence (AI) across digital platforms has transformed shopping methods, thereby improving their efficiency and adaptability to personal preferences. However, this development in digital technology can causes technostress due to the overreliance on digital technologies. This stress could affect consumer convenience, satisfaction and overall experience. This conceptual study explores the role of AI-enabled tools, including intelligent user interfaces, personalized recommendation systems, chatbots, and virtual augmented reality, in shaping the digital shopping experience in Malaysia. Specifically, it examines how these technologies may enhance online shopping while also influencing technostress levels. Additionally, this study proposes a framework to assess whether technostress mediates the relationship between AI adoption and the overall digital shopping experience. A quantitative research approach is planned, with data collection via structured surveys targeting frequent online shoppers on e-commerce and social media platforms. Future analysis using IBM SPSS will apply multiple regression, correlation, and mediation tests to evaluate the relationships between AI-driven tools, technostress, and digital shopping experience. By developing a theoretical foundation, this study contributes to the literature on digital consumer behaviour by offering insights into AI’s potential benefits and challenges in e-commerce. Practically, the findings will guide retailers, policymakers, and developers in designing AI-powered shopping experiences that optimize user engagement while minimizing digital stressors. These insights are crucial for fostering a seamless, engaging, and stress-free e-commerce environment in Malaysia’s growing digital economy.

Item Type:	Book Section
Uncontrolled Keywords:	Artificial intelligence, Digital shopping experience
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	29 Oct 2026 01:36
Last Modified:	29 Oct 2026 01:36
URII:	http://shdl.mmu.edu.my/id/eprint/16967

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