Use of artificial intelligence system to predict consumers’ behaviors

Abstract

In online shopping enterprises, AI technology has been widely used to provide accurate and fast personalized consumer services. This research demonstrates the use of AI technology in the e-commerce business, specifically online enterprises, to determine different effects. The study was con-ducted in Jordan and involved about 230 participants. The study evaluated different impacts of AI, such as e-payment and stimulating consumers' sentiments. The study used the Stimulus–Organism– Response model (SOR) empirical model, which states that the examination of human processes differs from that of the machine assessment. The model classified the AI technology experienced by the customers' when they visit online to do purchasing. Online purchasing behaviors can be influenced by insight, accuracy, and interaction experience. Also, the perceived value was used as a mediating variable from the prospects of perceived hedonic and utility value. The research integrated empirical research models such as SEM and SPSS to analyze the data on the effects of three-dimension. The results indicated that the AI technology accuracy, interactive experience, and insight significantly affected customers' perceived hedonic and utilitarian values.