A Study on Factors Influencing Consumer Preference for AI-Powered Online Purchasing

1*Aswathy Reghunath,2**Dr. B. Rathnapriya
1*Research Scholar,
Karpagam Academy of Higher Education Coimbatore.
2**Assistant Professor, Research Supervisor Karpagam Academy of Higher Education Coimbatore.

ABSTRACT:The online shopping landscape has changed drastically in this modern electronic commerce world, mainly due to increased growth of intelligent technologies such as artificial intelligence. Nowadays, many online platforms use AI tools such as product recommendations, chatbots, virtual assistants, and smart search options to make the shopping experience much smoother and easier. This study focuses on the factors influencing consumers to prefer AI-powered online buying. The research investigates important factors like convenience, personalized suggestions, trust in technology, ease of use, and about privacy concerns. Based on the responses collected from consumers, the study found that people are more likely to choose AI-powered platforms when they feel the process is simple, fast, and tailored to their needs .The sample was collected from 450 respondents from which the factor loading for the first component of factor analysis includes avoidance of complications, secured e-payment transaction ,enjoyment, trust ,ease of search and perceived ease of use However, some consumers still worry about data safety and accuracy of AI suggestions. Overall, the study highlights that improving transparency, protecting user data, and offering more reliable AI features can encourage more consumers to prefer AI-supported online shopping. This research provides useful insights for businesses that want to enhance their digital shopping services. Keywords: Artificial Intelligence, Online Buying, Consumer Preference, trust, ease of search,convenience.