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Stream/Area:
-
Subject:
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Paper ID:
IJSREM64914
Volume:
10 |
6 |
Jun 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management Sciences
Savitribai Phule Pune University
Department of Management Sciences
Savitribai Phule Pune University
Department of Management Sciences
Savitribai Phule Pune University
Purpose: This paper developed a conceptual framework to examine how AI-powered conversational commerce agents (namely including chatbots, voice assistants, and generative AI shopping agents, influenced consumer decision-making, trust formation, and purchase behaviour in the Indian e-commerce context. Design/Methodology/Approach: The study adopted a theoretical approach, integrating the Technology Acceptance Model (TAM) with trust theory and human-AI interaction literature. Through an extensive synthesis of multidisciplinary research across marketing, information systems, and computer science, the paper proposed a comprehensive model with ten testable research propositions. Findings: The framework identified four conversational AI attributes (anthropomorphism, conversational intelligence, personalisation capability, and voice assistant integration) that activated perceived usefulness, perceived ease of use, and consumer trust as mediating mechanisms. These cognitive and affective states, in turn, shaped purchase intention and continued usage intention. Perceived risk and generational cohort were proposed as moderating variables. Practical Implications: The framework offered strategic guidance for e-commerce platforms, AI developers, and policymakers seeking to design trustworthy, effective conversational commerce experiences for Indian consumers across generational segments. Originality/Value: This study contributed a novel integrative framework combining TAM with trust theory and human-AI interaction perspectives within the Indian e-commerce setting. It was among the first conceptual models to address chatbots, voice assistants, and generative AI shopping agents as concurrent conversational commerce touchpoints shaping consumer behaviour in an emerging market.
KEYWORDS
Conversational commerce powered by AI chatbots, voice assistants, and generative AI agents is redefining how Indian consumers discover, evaluate, and purchase products online. This paper has developed an integrated conceptual framework (namely the AI-Mediated Conversational Commerce Adoption Model, that traces the pathways through which conversational AI attributes shape consumer purchase intention and continued usage intention through the mediating mechanisms of perceived usefulness, perceived ease of use, and consumer trust. By combining the Technology Acceptance Model with trust theory and human-AI interaction perspectives, the framework captures the multi-dimensional nature of AI-mediated shopping experiences that blend functional utility with social and relational dynamics. The identification of perceived risk and generational cohort as moderating variables grounds the model in the realities of India's diverse, rapidly digitising consumer market. As conversational AI moves from experimental feature to core retail infrastructure, this framework provides a robust theoretical foundation for future empirical research and practical guidance for stakeholders navigating the complexities of AI-driven consumer engagement in one of the world's most dynamic e-commerce markets.
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Publication Date
6/13/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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