Authors: Ms. G. Revathi, Mr. M. Prasanth
Abstract: The rapid growth of e-commerce in India has been significantly influenced by the integration of Artificial Intelligence (AI), which has transformed the way consumers interact with online platforms. This study examines the influence of AI on consumer buying behaviour in Coimbatore, a prominent tier-2 city in Tamil Nadu. The research focuses on key AI applications such as personalized recommendations, chatbots, dynamic pricing, and predictive analytics, and evaluates their impact on consumer decision-making. Primary data were collected from 130 respondents using a structured questionnaire, and statistical tools such as percentage analysis, correlation, and regression were applied. The findings reveal that a majority of consumers are aware of AI features and actively engage with them, particularly recommendation systems. AI significantly influences purchase decisions, enhances shopping convenience, and improves overall user experience. However, concerns related to trust, privacy, and chatbot effectiveness remain key challenges. The study concludes that AI plays a crucial role in shaping modern consumer behaviour in e-commerce, and businesses must focus on improving transparency, personalization, and user trust to maximize its benefits.
DOI: http://doi.org/10.5281/zenodo.20714462
