The influence of artificial intelligence on online behaviour

• DOI: 10.1504/ijsoi.2022.126326
• Publication Date: 2022-10-21T11:30:27Z
• Authors: Renato Lopes d; a Costa; Inês Cavalheiro; Rui Gonçalves; Álvaro Dias; Rui Vinhas d; a Silva; Leandro Pereira
• Keywords: Customer Experience

The rapid development of technology over the past decades has led towards drastic changes in way societies operate, one which being web becoming a new place for interactions. Particularly shaping contemporary digital transformation is emergence artificial intelligence (AI), that progressively more predominant various businesses, namely field online shopping. With aim enhancing shopping experience customers, several AI-based tools, Chatbots, Recommendation Agents, and virtual try on systems (VTOs) have been introduced, promise to increase interaction between customers brands influence customer purchasing behaviour. Hence, impact these tools subsequent purchase intention was examined by recourse quantitative approach used an questionnaire gather data structural equation modelling (SEM) analysis. results highlight AI seen as promising tool.