The Impact of Artificial Intelligence Marketing Offers on Online Shopping Behavior
Keywords:
Artificial Intelligence, Online shopping, Customer behavior
Abstract
This research examines how artificial intelligence (AI) influences consumer purchase intentions in online shopping. Reviewing 16 previous studies examines how AI tools like chatbots, personalized recommendations, and user identification systems shape consumer behavior and decision-making. The findings showed that AI enhances customer experiences by tailoring shopping journeys, increasing engagement, and simplifying decision-making. The study also points out a lack of research on the ethical side of AI marketing, including concerns about data privacy, cybersecurity, and consumer trust. These issues are becoming increasingly important as AI systems handle more sensitive data. Businesses are encouraged to focus on transparency and ethical practices to build consumer trust while using AI to improve marketing strategies and customer satisfaction. The research provides valuable insights for companies, showing how AI investments can give them a competitive edge by creating more personalized and efficient shopping experiences.
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References
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18. Lv W, Y. Y. (2020). Effects of consumers' perceived personalization on their click-through intention under AI personalized recommendations. J. Manag. Sci., 33, 44-57.
19. Ma, L., & Sun, B. I. (2020). Machine learning and AI in marketing Connecting computing power to human insights. Res. Mark. , 37, 481-504.
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22. Muhammad Sholahuddin, R. A. (2022). Do Artificial Intelligence and Digital Marketing Impact Purchase Intention Mediated by Perceived Value? Journal of Business and Management Studies.
23. Ovidiu-Iulian Bunea, R.-A. C. (2024). The Next-Generation Shopper: A Study of Generation-Z Perceptions of AI in Online Shopping. J.Theor.Appl, 19, 2605–2629.
24. Pengyu Liu, H. Z. (2024). Role of Artificial Intelligence Information in Product Selection for Chinese Consumers.
25. Rosenberg, D. (2018). How marketers can start integrating AI in their work. Harv. Bus. Rev. Digit. Articals, 5, 2-5.
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27. Sajjad Nazir , Sahar Khadim , Muhammad Ali Asadullah , Nausheen Syed. (2023). Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach.
28. Shirie Pui Shan Ho, M. Y. (2023). The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong. Journal of Financial Services Marketing.
29. Song Yuchen, W. Y. (2024). Nexus Between Artificial Intelligence, Consumer Behavior, Consumer Experience, and Purchase Intention: A Case from Shenzhen. Profesional de la información.
30. Szabolcs Nagy, N. H. (2020). Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary.
31. Wang W, L. S. (2018). Research on the influence of AI on consumption and shopping experience in the new retail environment-Based on the perspective of commercial retail reform and reconstruction of people-goods-yard system. J. Commer. Econ, 17,5-8.
32. Wu, J., Yu, H., & Zhu Y, Z. X. (2020). Impact of Artificial Intelligence recommendation on consumers willingness to Adopt. J. Manag. Sci. , 33, 29-43.
33. Xiong, Y. (2022). The Impact of Artificial Intelligence and Digital Economy Consumer Online Shopping Behavior on Market Changes .
34. Zhang, Y., Lv, W., & Zhang, J. (2019). Marketing research of AI: Prospect and challenges. J. Manag. Sci., 32, 75-86.
2. Davis, F., Bagozzi, R., & Warshaw, P. (1989). User acceptance of computer technology: A comparison of two theoretical models . Manag. Sci. , 35, 982-1003.
3. Dr. Gaurav Jangra, M. J. (2022). Role of Artificial Intelligence in Online Shopping and its Impact on Consumer purchasing behavior and Decision. Second International Conference on Computer Science, Engineering and Applications (ICCSEA).
4. Eroglu, S., Machleit, K., & Davis, L. ( 2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychol. Mark., 20, 139–150.
5. Fazla Rabby, D. R. (2021). Artificial Intelligence In Digital Marketing Influences Consumer Behaviour: A Review And Theoretical Foundation For Future Research. Academy of Marketing Studies Journal , 25(5).
6. Forbes. (2022). Retrieved from https://www.forbes.com/sites/forbestechcouncil/2020/03/16/how-artificial-intelligence-is-transforming-online-shopping/?sh=1c5e6f8b2b71
7. Frida Eickhoff, L. Z. (2023). The consumer attitude towards AI in marketing - An experimental study of consumers attitude.
8. Guerra, A. (2018). Millennial Consumption Values in Artificial Intelligence: An Exploratory Study of Millennial Consumer Values in Artificial Intelligence.
9. Jan, K., Jeannette, P., & Emily, T. J. ( 2018). Artificial intelligence in advertising. Advert. Res., 9, 263-267.
10. Jiwang Yin, X. Q. (18 May 2021). AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value.
11. Kotler, P. (2016). Marketing Management. Upper Saddle River: N.J, Prentice Hall, .
12. Kunar, V., Raian, B., Aian, B., Venkatesan, V., & Lecinski, J. (2019). Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing. Calif. Manag. Rev. , 8, 1-21.
13. Lalit Singla, A. B. (2024). AI and Consumer Behavior: Innovations in Marketing Strategy and Consumer Engagement .
14. Lassane Tapsoba, Z. X. (2017). Analysis of AI contribution to improving BPM of E-Commerce in China: examining the case of Taobao. International Conference on Financial Management, Education and Social Science (FMESS 2017).
15. Li, X., & Zhang, X. (2020). People-oriented: Personalized Recommendations in the Era of Artificial Intelligence. J. Suibe, 27, 90-99.
16. Li, X., Kui, W., Sun, Y., & Zhang, C. (2019). Consumer shopping experience research based on artificial intelligence. . Mod. Inf. Technol. , 3, 153–155.
17. Lidija, L., & Christian. (2020). Consumers' reasons and perceived value co-creation of using artificial intelligence-enabled travel service agents. . W. J. Bus. Res., 129, 891–901. .
18. Lv W, Y. Y. (2020). Effects of consumers' perceived personalization on their click-through intention under AI personalized recommendations. J. Manag. Sci., 33, 44-57.
19. Ma, L., & Sun, B. I. (2020). Machine learning and AI in marketing Connecting computing power to human insights. Res. Mark. , 37, 481-504.
20. Maharjan, S. (2024). Artificial Intelligence in Online Shopping: Impact on Consumer Behaviour.
21. Marcello M. Mariani, R. P.‐V. (2021). AI in marketing, consumer research and psychology: a systematic literature review and research agenda. Psychology & Marketing, 9(4), 755-776.
22. Muhammad Sholahuddin, R. A. (2022). Do Artificial Intelligence and Digital Marketing Impact Purchase Intention Mediated by Perceived Value? Journal of Business and Management Studies.
23. Ovidiu-Iulian Bunea, R.-A. C. (2024). The Next-Generation Shopper: A Study of Generation-Z Perceptions of AI in Online Shopping. J.Theor.Appl, 19, 2605–2629.
24. Pengyu Liu, H. Z. (2024). Role of Artificial Intelligence Information in Product Selection for Chinese Consumers.
25. Rosenberg, D. (2018). How marketers can start integrating AI in their work. Harv. Bus. Rev. Digit. Articals, 5, 2-5.
26. Sachin Sinha, D. S. (2024). Role of AI in Enhancing Customer Experience in Online Shopping. International Conference on Reliability. Infocom Technologies and Optimization.
27. Sajjad Nazir , Sahar Khadim , Muhammad Ali Asadullah , Nausheen Syed. (2023). Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach.
28. Shirie Pui Shan Ho, M. Y. (2023). The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong. Journal of Financial Services Marketing.
29. Song Yuchen, W. Y. (2024). Nexus Between Artificial Intelligence, Consumer Behavior, Consumer Experience, and Purchase Intention: A Case from Shenzhen. Profesional de la información.
30. Szabolcs Nagy, N. H. (2020). Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary.
31. Wang W, L. S. (2018). Research on the influence of AI on consumption and shopping experience in the new retail environment-Based on the perspective of commercial retail reform and reconstruction of people-goods-yard system. J. Commer. Econ, 17,5-8.
32. Wu, J., Yu, H., & Zhu Y, Z. X. (2020). Impact of Artificial Intelligence recommendation on consumers willingness to Adopt. J. Manag. Sci. , 33, 29-43.
33. Xiong, Y. (2022). The Impact of Artificial Intelligence and Digital Economy Consumer Online Shopping Behavior on Market Changes .
34. Zhang, Y., Lv, W., & Zhang, J. (2019). Marketing research of AI: Prospect and challenges. J. Manag. Sci., 32, 75-86.
Published
2025-01-12
How to Cite
Gantumur, K. (2025). The Impact of Artificial Intelligence Marketing Offers on Online Shopping Behavior. European Scientific Journal, ESJ, 37, 1. Retrieved from https://eujournal.org/index.php/esj/article/view/18973
Section
ESI Preprints
Copyright (c) 2025 Khuslen Gantumur
This work is licensed under a Creative Commons Attribution 4.0 International License.
