A STUDY ON IMPACT OF AI CHATBOTS ON CONSUMER PURCHASE INTENTION WITH REFERENCE TO ONLINE SHOPPING IN KHEDA DISTRICT

This Study examines the role of AI chatbots in the evolving E-commerce sector of Kheda District (Gujarat) and its impact on Consumer Purchase Intentions based on their demographics. This study investigates the impact of AI chatbots on consumer purchase intention in the context of online shopping in Kheda District, using a sample size of 68 respondents. The findings reveal that there are no significant differences in consumer satisfaction, brand trust, brand loyalty, and conversion impact between males and females or across different education levels and occupations. However, a notable difference in brand loyalty is observed between the age groups of 18 to 30 and 30 to 40. While the overall relationship between trust in chatbots' recommendations and purchases is not statistically significant according to Pearson Chi-Square and Likelihood Ratio tests, a significant linear trend suggests that increased trust in chatbot recommendations is associated with higher purchase likelihood. Furthermore, significant differences in both influence to purchase and likelihood to purchase are found across varying levels of interaction frequency, indicating that interaction frequency plays a crucial role in shaping these variables. This research highlights the importance of interaction frequency and age-specific strategies in enhancing brand loyalty and consumer engagement in the e-commerce landscape of Kheda District.