ASSESSING THE IMPACT OF A WEBSITE'S AI FEATURES ON CUSTOMER PURCHASING BEHAVIOR

Abstract

The aim of the study is to assess the impact of a website's AI features on customer purchasing behavior. The study focuses on online shoppers from study area western UP. A target population of 600 respondents was identified in six major cities (Meerut, Baghpat, Ghaziabad, Gautam Buddha Nagar, Hapur, Bulandshahr). A sample size of 420 is being examined for the study. The survey was conducted from July 2024 to March 2025. This study will look at internet shopping, specifically in terms of retail e-commerce, as well as AI adoption theories. SPSS 29.1 and AMOS 29.0 data analysis tools were utilized. The study concludes that AI features in websites considerably improve customer buying behavior. AI is a characteristic that influences customer happiness with items such as online reviews and discussions, as well as a sense of personal service. As a result, it is possible to conclude that this dimension has a major impact on customer buying behavior and allows users to have the same experience in a retail e-commerce websites.