THE ROLE OF ARTIFICIAL INTELLIGENCE: INCREASING ECOMMERCE PURCHASE INTENTIONS IN INDONESIA

Abstract

This essay aims to illustrate the significance of artificial intelligence in online shopping. This article will examine and discuss the significance of artificial intelligence for e-commerce using the Theory of Planned Behavior (TPB) framework. The goal of this essay is to present a deeper and more thorough analysis of the factors that make artificial intelligence crucial to e-commerce. List of References and Works Review design, technique, and strategy have been applied from a variety of sources to gather data that can serve as the foundation for hypotheses and findings. Results: Four characteristics of artificial intelligence are identified in this study to enhance purchasing intention in e-commerce. The four dimensions are Information & Insight Experience, Interactive Experience & Accessibility, Interactive Experience and Customization, and Accuracy & Experience Interaction Dimensions. Limitations and implications of the research: emphasize qualitative over quantitative, Findings are difficult to generalize, and direct control experiments are not possible. Practical Implications: By assisting ecommerce businesses in implementing AI technology effectively, this paper helps them enhance consumer purchase intentions. Originality/value: According to this paper, businesses can establish an environment that encourages rising Purchase Intention from prospective customers, rising loyalty, and bolstering overall business performance in this digital era by comprehending and measuring the pertinent dimensions.

Keywords

• artificial intelligence
• digital marketing
• purchase intention
• online shopping
• e-commerce
• theory of planned behavior (tpb).