Online shopping intent on ai-integrated e commerce platforms among students in Ho Chi Minh City: The role of attitudes and trust toward AI

Abstract

Artificial Intelligence (AI) is revolutionizing the digital landscape, driving transformative changes in consumer behavior, particularly online shopping on e-commerce platforms integrated with AI technologies. By utilizing machine learning, predictive analytics, and personalized recommendations, these platforms create enhanced user experiences, appealing especially to tech-savvy younger generations. In Ho Chi Minh City, where digital adoption accelerates, this study explores how students’ attitudes and trust in AI influence their online shopping intentions. Key factors such as personalization, perceived risk, ease of use, usefulness, attitudes, and trust in AI are analyzed to understand their impact on online shopping behavior. Data from 335 students were collected through a structured survey and analyzed using SmartPLS 3 software to ensure robust quantitative insights. The findings emphasize the critical roles of trust and positive attitudes toward AI, with personalization and ease of use are significant mediators in fostering shopping intentions. This study provides timely recommendations for e-commerce platforms and policymakers to strategically leverage AI technologies, aligning with consumer expectations and optimizing online shopping experiences for university students in a rapidly evolving digital economy.