Soo, Hui Yee (2022) Usage of artificial intelligence in online shopping application: Malaysian customer attitude. Final Year Project, UTAR.
Abstract
Artificial Intelligence (AI) has become increasingly important towards consumer’s attitude in online shopping application. Furthermore, in this study, the main objective is to study regarding the utilization of AI in online shopping application of Malaysian consumer attitude. An empirical data through a survey questionnaire from 250 respondents of Malaysian online shopping application as Shopee and Lazada consumers between the age range of 18 to 35 had been collected. On top of that, the proposed hypothesises were analysed and interpret through Statistics Package for Social Science (SPSS). In view of this, the Technology Acceptance Model (TAM) had been applied along with enhanced as a theoretical basis. Additionally, the independent variables included perceived usefulness, perceived ease of use, perceived trust, together with perceived performance toward the dependent variable which is attitude. Along with that, the results of this study stated that perceived usefulness has no significant relationship towards attitude. However, the other variables as perceived ease of use, perceived trust, and perceived performance have a significant relationship towards attitude. At the end of this study, discussions regarding the objectives, implications, limitations, and recommendations have been discussed.
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