Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary

Amfiteatru Economic

卷:23

Noémi Hajdú¹  Szabolcs Nagy¹ 

[1] University of Miskolc, Miskolc, Hungary;

关键词: consumer acceptance;    artificial intelligence;    online shopping;    ai-powered webshops;    technology acceptance model;    trust;    perceived usefulness;    perceived ease of use;    attitudes;    behavioural intention;    hungary;   

DOI  :  10.24818/EA/2021/56/155

来源: DOAJ

【 摘 要 】

The rapid development of technology has drastically changed the way consumers do theirshopping. The volume of global online commerce has significantly been increasing partlydue to the recent COVID-19 crisis that has accelerated the expansion of e-commerce.A growing number of webshops integrate Artificial Intelligence (AI), state-of-the-arttechnology into their stores to improve customer experience, satisfaction and loyalty.However, little research has been done to verify the process of how consumers adopt anduse AI-powered webshops. Using the technology acceptance model (TAM) as a theoreticalbackground, this study addresses the question of trust and consumer acceptance ofArtificial Intelligence in online retail. An online survey in Hungary was conducted to builda database of 439 respondents for this study. To analyse data, structural equation modelling(SEM) was used. After the respecification of the initial theoretical model, a nested model,which was also based on TAM, was developed and tested. The widely used TAM wasfound to be a suitable theoretical model for investigating consumer acceptance of the use ofArtificial Intelligence in online shopping. Trust was found to be one of the key factorsinfluencing consumer attitudes towards Artificial Intelligence. Perceived usefulness as theother key factor in attitudes and behavioural intention was found to be more important thanthe perceived ease of use. These findings offer valuable implications for webshop owners toincrease customer acceptance.

【 授权许可】

Unknown