E-commerce in the Era of Artificial Intelligence: Digital Transformation and Its Effect on Consumer Behavior
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Abstract
The research aims to explore how technological developments and digital transformations affect consumer behavior, how artificial intelligence contributes to enhancing online shopping, and to study the challenges and risks associated with using artificial intelligence in e-commerce. To achieve the research objective, the researcher created a questionnaire and processed it statistically using descriptive statistics. A five-point Likert scale was used, taking into account the integration of the questionnaire with the characteristics of the research community. The target research community for the questionnaire is the College of Administration and Economics at the University of Basra, and the study sample consisted of 190 participants. The researcher reached a set of conclusions, the most important of which is that cybersecurity enhances trust in e-commerce. With the increasing use of e-commerce, security and data protection have become essential to maintaining consumer trust and ensuring the continuity of online transactions. Additionally, the use of artificial intelligence in shopping increases customer loyalty and improves conversion rates from visiting the online store to making an actual purchase.The researcher presents a set of recommendations, including the use of automation and artificial intelligence to enhance supply chains, ensuring the ability to meet demands quickly and efficiently, reducing errors and costs, monitoring new trends in consumer behavior, and responding to them swiftly by continuously developing and updating e-commerce strategies.
Keywords: e-commerce, artificial intelligence, digital innovation, digital marketing, digital transformation.
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