The impact of Artificial Intelligence on Consumer Behaviors An Applied Study on the Online Retailing Sector in Egypt | ||||
| المجلة العلمية للإقتصاد و التجارة | ||||
| Article 6, Volume 50, Issue 4, December 2020, Page 293-318 PDF (373.88 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jsec.2020.128722 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Mona H. Mussa | ||||
| Assistant Professor, Faculty of Management Professional Technology and Computers, the Egyptian Russian University, Cairo, Egypt | ||||
| Abstract | ||||
| This paper aims to investigate the impact of Artificial Intelligence (AI) on consumer behaviors within the retailing sector in Egypt. The research depended on the quantitative research method. The primary data was collected through the online questionnaire. Convenience sampling was used. The sample size in this research is 400. A total of 384 responses were collected and valid. The data was analyzed using the Statistical Package for the Social Science (IBM SPSS v22) for Windows computer software. The Results highlighted that there is a significant relationship between Artificial Intelligence and consumer behavior. In addition, The model has a high ability to predict and explain the consumer purchase behavior through Artificial Intelligence, and this was proved by the validity of the first hypothesis (H1) through the value of (R-Sq = 0.95.8) in the model. The study recommends online retailers to employ Artificial Intelligence in each step in the consumer journey, from need recognition, information search, evaluation, and purchase decision making to post-purchase behavior to predict consumer's purchase behavior in the online platform. | ||||
| Keywords | ||||
| Artificial Intelligence; AI; AI in Marketing; Consumer Behaviors; Online Retailers; Consumer Journey; Big Data; Machine Learning; Deep Learning; Algorithms | ||||
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