The Influence of Artificial Intelligence on Online Purchasing Decisions of Consumers in Bangkok
Main Article Content
Abstract
This study analyzes the influence of artificial intelligence on online purchasing decisions of consumers in Bangkok. The objectives were: (1) to study the acceptance of artificial intelligence in online shopping among consumers in Bangkok, (2) to study the online purchasing decisions of consumers in Bangkok, and (3) to study the influence of artificial intelligence on the online purchasing decisions of consumers in Bangkok.
This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 385 online consumers in Bangkok, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with multiple regression analysis. The research results were found as follows;
1. The research findings indicate that overall consumer acceptance of artificial intelligence in online shopping in Bangkok is high. The aspect with the highest average score is perceived ease of use.
2. The overall online purchasing decision of consumers in Bangkok is at a high level, with evaluation of alternatives having the highest average score.
3. The factors related to exposure to artificial intelligence in online shopping and the independent variables together account for 61% of the influence on online purchasing decisions by consumers in Bangkok. In terms of standardized regression coefficients, Perceived usefulness emerged as the strongest predictor.
Article Details
References
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