IMPACT OF ARTIFICIAL INTELLIGENCE ON E-COMMERCE:"A STUDY OF CONSUMER BEHAVIOR"

Artificial Intelligence (AI) has transformed the e-commerce landscape, influencing consumer behavior significantly. This study aims to explore the various ways AI impacts e-commerce, utilizing numerical data to analyze consumer preferences, purchasing patterns, and overall shopping experiences. The findings reveal both advantages and disadvantages, providing a comprehensive overview of AI's role in shaping modern consumer behavior. This study examines the transformative effects of artificial intelligence on E-commerce and consumer preferences and purchasing patterns have evolved. this paper analyzes various numerical data, identifies key trends, and discusses the advantages and disadvantages of AI in E-commerce. In online shopping enterprises, AI technology has been widely used to provide accurate and fast personalized consumer services. This research demonstrates the use of AI technology in the e-commerce business, specifically online enterprises, to determine different effects. The study was conducted in Jordan and involved about 230 participants. The study evaluated different impacts of AI, such as e-payment and stimulating consumers' sentiments. The study used the Stimulus–Organism–Response model (SOR) empirical model, which states that the examination of human processes differs from that of the machine assessment. The model classified the AI technology experienced by the customers' when they visit online to do purchasing. Online purchasing behaviors can be influenced by insight, accuracy, and interaction experience. Also, the perceived value was used as a mediating variable from the prospects of perceived hedonic and utility value. The research integrated empirical research models such as SEM and SPSS to analyze the data on the effects of three-dimension. The results indicated that the AI technology accuracy, interactive experience, and insight significantly affected customers' perceived hedonic and utilitarian values. KEYWORDS: AI in consumer behavior, Artificial Intelligence etc