A Study on Factors Affecting Adoption of AI Tools on Consumers While Shopping Online

Abstract: This research investigates the factors influencing the adoption of AI tools, particularly chatbots, by consumers during online shopping. By integrating the Technology Acceptance Model (TAM) and Behavioral Reasoning Theory (BRT), the study explores how perceptions like ease of use, usefulness, trust, discomfort, and optimism affect consumer attitudes and intentions. Data collected from 182 respondents was analyzed using SmartPLS. The results show that attitude, perceived usefulness, and perceived ease of use significantly influence consumer intention to adopt AI chatbots. Innovation, optimism, and complexity also affect perceptions and attitudes. This research contributes theoretical insights and practical strategies for enhancing AI adoption in digital retail. Keywords: AI Chatbots, Consumer Behavior, E-Commerce, TAM, BRT, Perceived Usefulness, Perceived Ease of Use, Digital Adoption