Proceedings of the Ninth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2022)

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The Use of Artificial Intelligence on Indonesia Online Shopping Application in Relation to Customer Acceptance

Authors
Fitri Ayu Nofirda1, *, Mulkan Ikram2
1Universitas Muhammadiyah Riau, Pekanbaru, Indonesia
2Bank Nagari, Pekanbaru, Indonesia
*Corresponding author. Email: fitriayunofirda@umri.ac.id
Corresponding Author
Fitri Ayu Nofirda
Available Online 26 June 2023.
DOI
10.2991/978-94-6463-158-6_56How to use a DOI?
Keywords
Perceived Usefulness; Perceived Ease of Use; Artificial Intelligence; Online Shopping; Buying Intention
Abstract

The fast growth of digital technology has changed the way people shop online. Researchers and retailers need to know how people react to new technologies, especially artificial intelligence. The purpose of this study was to assess consumer perceptions of an AI device's utility, usability, and purchase intention. In this study, we suggest the TAM's expansion for use in the area of e-commerce. By adding a mediating component, trust, to the original variables of the technology acceptance model, the relationship between perceived usefulness, perceived ease of use, and customer purchasing intention will be adjusted. Using the technology acceptance model (TAM) as a theoretical foundation, this study examines customer trust and acceptability of Artificial Intelligence in online buying. The total number of respondents was 170, and SEM-AMOS was used to analyse the data, which comprised both the realibility test and structural equation modelling. The hypothesis was evaluated based on the results of second-order measurement model. The study’s findings indicate perceived usefulness, perceived ease of use have a direct influence on customer buying intention. In addition, the research showed the mediation influence of trust between perceived usefulness and perceived ease of use among consumer online buying. The results of this study that valuable implications for web shop owners to increase customer acceptance.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Ninth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2023
ISBN
978-94-6463-158-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-158-6_56How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fitri Ayu Nofirda
AU  - Mulkan Ikram
PY  - 2023
DA  - 2023/06/26
TI  - The Use of Artificial Intelligence on Indonesia Online Shopping Application in Relation to Customer Acceptance
BT  - Proceedings of the Ninth Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2022)
PB  - Atlantis Press
SP  - 642
EP  - 651
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-158-6_56
DO  - 10.2991/978-94-6463-158-6_56
ID  - Nofirda2023
ER  -