Earticle

초록

영어

The appearance of Generative Artificial Intelligence (GAI) technologies is revolutionising global e-commerce. Redefining how consumers engage with online shopping platforms is reshaping e-commerce by influencing consumer behaviour across all decision-making stages. This research-in-progress applies EKB model and SEM to examine how AI-driven influences key consumer decision factors—namely Price of Product, Quality of Product, Services, Perceived Risk and Information Search—across five major markets: Japan, Korea, China, India, USA. By comparing traditional e-commerce models (with/without AI/ML) against (non-conversational/conversational) GAI platforms, the research provides nuanced insights into AI's impact at each stage of the consumer decision-making journey. Giving particular attention to the purchase decision stage, AI’s role in dynamically supporting consumer choices is critically assessed. Survey data are yet to be gathered and analysed to test the proposed model, offering new theoretical, practical implications for AI’s interactive capabilities will be hypothesised to alter consumer outcomes across culturally diverse settings.

목차

Abstract
Introduction
Research Background
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Future Works
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저자

• Paul Aniruddha [ Course in Ph.D. Dept. MIS, Chungbuk National University, Cheongju, Korea ] 1st Author
• Sundong Kwon [ Professor, Dept. MIS, Chungbuk National University, Cheongju, Korea ] Corresponding Author

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