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