Cultural Transformations of E-commerce Consumer Behavior and Intention Toward Using Artificial Intelligence (AI) Assistants
- Publisher:
- the 57th Hawaii International Conference on System Sciences
- Publication Type:
- Conference Proceeding
- Citation:
- Proceedings of the 57th Hawaii International Conference on System Sciences, 2024
- Issue Date:
- 2024-01-06
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The growth of Artificial Intelligence (AI) applications has been explosive in recent years. More AI assistants are emerging, causing cultural transformation to change consumer habits and behaviors. Culture influences how consumers communicate with online businesses; therefore, consumers' cultures could strongly influence AI assistant adoption in e-commerce. This paper presents a framework for examining the effects of cultural dimensions, AI characteristics, and consumer experience on behavior and intention toward AI assistants. The study collected data from two different cultures, Western and Eastern, and analyzed survey responses. The framework demonstrates how COVID19 influences consumer behavior toward AI assistant usage. The findings reveal the significant impact of cultural beliefs on attitudes and how these contribute to consumer intention and behavior toward using AI assistants. The results provide insights for future research on related behavior and help e-commerce practitioners determine the cultural influences and develop effective marketing strategies.
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