Role of Artificial Intelligence in Building Consumer Trust and Perceived Value in E-Commerce: Implications for Customer Satisfaction and Loyalty
Keywords:
Artificial Intelligence, E-Commerce, Consumer Trust, Perceived Value, Customer Satisfaction, Customer Loyalty, Personalisation, Consumer BehaviourAbstract
Artificial Intelligence (AI) has become an important component of contemporary e-commerce, influencing the manner in which online businesses understand consumers, personalise offerings, provide services and maintain customer relationships. AI-enabled recommendation systems, personalised product displays, intelligent search, chatbots, predictive analytics and automated customer support can improve the efficiency and convenience of online shopping. However, technological sophistication alone does not guarantee positive consumer responses. Consumers also evaluate whether AI-enabled platforms are trustworthy, transparent, secure and capable of providing meaningful value. The present study examines the role of Artificial Intelligence in building consumer trust and perceived value in e-commerce and investigates their implications for customer satisfaction and loyalty. The proposed framework considers AI integration as an antecedent of consumer trust and perceived value, while customer satisfaction is positioned as an important mechanism leading towards customer loyalty. The study adopts a quantitative research design and proposes data collection from e-commerce consumers through a structured questionnaire. The research is particularly relevant from a Commerce perspective because it connects technological adoption with consumer behaviour, relationship marketing and long-term business performance. The study is expected to provide useful implications for e-commerce firms seeking to implement AI in a consumer-centred and responsible manner.
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