Evaluation of Online Customer Purchase Behavior Using Artificial Intelligence Tools in the Retail Industry
Keywords:
Online Purchasing Behavior, Artificial Intelligence, Retail IndustryAbstract
The aim of this research is to evaluate customer online purchasing behavior based on artificial intelligence tools in the retail industry. Given the expansion of e-commerce and the increasing role of intelligent technologies in shaping customer experience, this study examines the impact of intelligent capabilities, environmental readiness, environmental constraints, and the intelligent purchasing process on the smartening of customer experience and the perceived value of online consumers. The present research is applied and descriptive-survey in nature. The data collection tool in the quantitative section was a researcher-made questionnaire, which was developed from the results of the qualitative section and distributed among 384 individuals through non-probability random sampling. Data analysis was performed using structural equation modeling. The results from hypothesis testing indicate that all relationships in the model are significant and have a positive effect. Intelligent capabilities have a significant impact on environmental readiness for e-commerce, environmental constraints, and the intelligent purchasing process. Furthermore, environmental readiness plays an important role in strengthening digital transformation and developing the intelligent purchasing process. Findings suggest that environmental constraints, despite their challenging nature, can also influence the improvement of customer experience and the purchasing process through the utilization of artificial intelligence technologies. The intelligent purchasing process directly leads to an increase in the smartening of customer experience, and ultimately, the smartening of customer experience has the greatest impact on the perceived value of online consumers. Overall, the research results indicate that artificial intelligence can play a pivotal role in improving online purchasing behavior, enhancing customer experience, and creating perceived value in the retail industry. These findings highlight the importance of investing in intelligent capabilities and developing digital infrastructure to achieve sustainable competitive advantage in the online market.
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Copyright (c) 2025 Arash Faridi (Author); Morteza Mahmoudzadeh; Hossein Budaghi Khajeh Nobar (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
