Consumer Perception Of Electronic Commerce Ai Incorporating Trust And Risk With The Technology Acceptance Model

The rapid growth in internet technology and the innovations in smart devices has had its impact on how businesses used to operate a decade ago to how consumers followed traditional shopping behavior when goods or services was required. The rise in internet users presents the opportunity of Electronic Commerce, the idea of providing and accessing goods and services using internet, such as selling goods and services, performing financial transactions and even booking an appointment. The two leading theories - perceived ease of use and usefulness have been employed in numerous information systems research studies to help understand consumer behavior in e-commerce environments. As the acceptance of e-commerce in Fiji is relatively low, this paper integrates the findings of previous researches with the perceived trust and perceived risk of consumers to provide a comprehensive framework of online shopping behavior based on the Technology Acceptance Model. To gain an in-depth understanding of consumers,Äô acceptance of e-commerce an online questionnaire was used with questions which focused on these disciplines. The outcome of which verified that there were correlations between trust, perceived risk, perceived ease of use, perceived usefulness and usage of e-commerce. Through the use of this research, businesses in Fiji may incorporate features as per user expectations and have a good background before venturing into e-commerce.

This paper aims to predict consumer acceptance of e-commerce by proposinga set of key drivers for engaging consumers in on-line transactions. The primary constructsfor capturing consumer acceptance of e-commerce are intention to transact andon-line transaction behavior. Following the theory of reasoned action (TRA) as applied toa technology-driven environment, technology acceptance model (TAM) variables (perceivedusefulness and ease of use) are posited as key drivers of e-commerce acceptance.The practical utilit y of TAM stems from the fact that e-commerce is technology-driven. Theproposed model integrates trust and perceived risk, which are incorporated given theimplicit uncertainty of the e-commerce environment. The proposed integration of the hypothesizedindependent variables is justified by placing all the variables under the nomologicalTRA structure and proposing their interrelationships. The resulting research modelis tested using data from two empirical studies. The first, exploratory study comprisesthree experiential scenarios with 103 students. The second, confirmatory study uses asample of 155 on-line consumers. Both studies strongly support the e-commerce acceptancemodel by validating the proposed hypotheses. The paper discusses the implicationsfor e-commerce theory, research, and practice, and makes several suggestions for futureresearch.

In the ever-evolving landscape of digital innovation, businesses grapple with the challenge of deciphering dynamic consumer behavior. AI Impacts in Digital Consumer Behavior is a pioneering exploration tailored for academic scholars seeking insights into the profound influence of artificial intelligence on consumer dynamics. As businesses strive to harness the potential of data, this book serves as a beacon, offering a comprehensive understanding of the intricacies involved in tracking, analyzing, and predicting shifts in consumer preferences. This groundbreaking work not only identifies the complexities posed by the rapidly changing digital landscape but also presents a solution-oriented approach. It unveils a theoretical framework and the latest empirical research, providing scholars with a toolkit of concepts, theories, and analytical techniques. With a multidisciplinary focus on behavioral analysis, the book equips academic minds with the knowledge to navigate the challenges of the digital age. Furthermore, it addresses the ethical dimensions and ethic considerations associated with the accelerating pace of consumer behavior analysis, shedding light on the responsible use of AI technologies.

This book presents the proceedings of the 3rd International Conference of Reliable Information and Communication Technology 2018 (IRICT 2018), which was held in Kuala Lumpur, Malaysia, on July 23–24, 2018. The main theme of the conference was “Data Science, AI and IoT Trends for the Fourth Industrial Revolution.” A total of 158 papers were submitted to the conference, of which 103 were accepted and considered for publication in this book. Several hot research topics are covered, including Advances in Data Science and Big Data Analytics, Artificial Intelligence and Soft Computing, Business Intelligence, Internet of Things (IoT) Technologies and Applications, Intelligent Communication Systems, Advances in Computer Vision, Health Informatics, Reliable Cloud Computing Environments, Recent Trends in Knowledge Management, Security Issues in the Cyber World, and Advances in Information Systems Research, Theories and Methods.

This book tackles the latest research trends in technology acceptance models and theories. It presents high-quality empirical and review studies focusing on the main theoretical models and their applications across various technologies and contexts. It also provides insights into the theoretical and practical aspects of different technological innovations that assist decision-makers in formulating the required policies and procedures for adopting a specific technology.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Tiivistelmä: Kuluttajan ensivaiheen luottamuksen muodostumisprosessi verkkokaupankäynnissä.

Trust is a pervasive catalyst of human and business relationships that has inspired interest in researchers and practitioners alike. It has been shown to enhance engagement, communication, organizational performance, and online activities. Despite its role to cultivate cooperation, knowledge-sharing, and innovation, trust through digital means or even trust in digital media has presented new opportunities and challenges in society. Examples include a wider and faster dissemination of trust-influencing messages, and richer options of digital cues that engage, disrupt, or even transform how trust is formulated. Despite that, trust helps people to live through risky and uncertain situations, and the many capabilities enabled on the digital platforms have made the formation and sustaining of trust very different compared to traditional means. Trust in today’s digital environment plays an important role and is intertwined with concepts including reliability, quality, and privacy. This book aims to bring together the theory and practice of trust in the new digital era and will present theoretical and practical foundations. Trust is not given; we must work to build it, but it is a very fragile and intangible asset once built. It is easy to destroy and challenging to rebuild. Researchers, academics, and students in the fields of management, responsibility, and business ethics will gain knowledge on trust and related concepts, learn about the theoretical underpinnings of trust and how it sustains itself through digital dissemination, and explore empirically validated practice regarding trust and its related concepts.