Exploring the Influence of Artificial Intelligence and Usage Patterns on Consumer Intention to Use Chatbots in Purchasing

Abstract

The rapid evolution of artificial intelligence (AI) is reshaping e-commerce, influencing consumer behavior and decision-making. This study examines the factors affecting Filipino consumers' intent to use AI-driven technologies in online shopping, focusing on perceived information quality, perceived usefulness, perceived ease of use, and AI trust. Using Structural Equation Modeling (SEM) with Partial Least Squares (PLS-SEM), the study analyzed data from 329 respondents. The findings indicate that convenience, personalization, and autonomy significantly impact perceived usefulness and ease of use, both of which strongly predict AI adoption. While AI trust was not a significant moderator, usability and perceived benefits were key drivers of intent to use AI. These insights highlight the need for businesses to enhance AI convenience, transparency, and personalization to drive adoption. Future research should explore how demographic and industry-specific factors influence AI trust and consumer adoption in e-commerce.