In today’s e-commerce world, AI assistants or chatbots are becoming more and more common. But what makes people decide whether to use them or not? Our PhD research takes a close look at this question, considering the views of both those who already use these AI assistants and those who don’t. I. Research Approaches 1. Using Different Methods II. Key Factors 1. From the Consumer’s Point of View 2. From the Societal Aspect 3. From the Marketing Perspective III. Findings 1. Supporting Research Hypotheses All the factors we found really do have a big impact on both users and non-users in the e-commerce setting. This means our initial ideas and guesses about what influences people’s decisions to use AI assistants were right, which helps build a stronger understanding of this topic. 2. Offering Useful Information to Practitioners Our research shows that there are several important factors that affect whether people will use AI e-commerce assistants or not. By looking at it from different angles like the consumer, societal, and marketing perspectives, we hope to help e-commerce platforms make these assistants even better and more widely used in the future.
