ARTIFICIAL INTELLIGENCE AS A MEDIATING VARIABLE BETWEEN CONSUMER PERCEPTION AND ONLINE PURCHASE BEHAVIOR

Authors:

Mr. Ranjit Kumar Dubey, Dr. T. Lokeswara Rao, Dr. Santanu Kumar Das

Keywords:

Artificial Intelligence, Consumer Perception, Online Purchase Behavior, E Commerce, Mediating Variable, SEM

Abstract:

Artificial Intelligence (AI) has emerged as a transformative force in e-commerce, influencing consumer behavior, perception, and decision-making. This study investigates the mediating role of AI in shaping consumer perception and its impact on online purchase behavior. Using a structured questionnaire, primary data were collected from 400 online consumers in India. Structural Equation Modeling (SEM) was employed to test the hypothesized relationships. Results indicate that AI significantly mediates the relationship between consumer perception and online purchase intentions, enhancing personalization, trust, and engagement. The findings provide theoretical insights into AI’s role as a mediating variable in consumer behavior and practical implications for e-commerce platforms seeking to optimize AI-driven strategies for improved customer experience.

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