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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66187
Volume:
10 |
7 |
Jul 2026
Pages:
1-10
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.
MBA Student,
Vidya Vikas Institute of Engineering and Technology ,Mysuru
Assistant Professor
Vidya Vikas Institute of Engineering and Technology ,Mysuru
Artificial Intelligence (AI) has transformed the e-commerce industry by providing personalized recommendations, visual search, and dynamic pricing that influence consumer buying behaviour. This study examines the impact of AI on consumer buying behaviour in e-commerce platforms in Karnataka. The research adopted a descriptive research design using both quantitative and qualitative approaches. Primary data were collected from 55 respondents through a structured Google Form questionnaire using convenience sampling. Descriptive statistics and the Chi-square test were used to analyse the data. The findings indicate that AI-enabled features positively influence consumers' purchase decisions, shopping convenience, trust, and satisfaction. Personalized recommendations and visual search features encourage greater engagement and increase purchase intentions. The Chi-square test revealed a statistically significant relationship between AI features and consumer buying behaviour, leading to the rejection of the null hypothesis. The study concludes that AI plays an important role in enhancing the online shopping experience and supports the growth of e-commerce in Karnataka while emphasizing the need for transparency and consumer data privacy.
KEYWORDS
The study concludes that Artificial Intelligence has a significant positive impact on consumer buying behaviour in e-commerce platforms in Karnataka. AI features such as personalized recommendations, visual search, dynamic pricing, and customized offers improve shopping convenience, increase customer engagement, and positively influence purchase decisions. The statistical analysis supports the alternative hypothesis, confirming that AI significantly affects consumer buying behaviour. As AI continues to evolve, e-commerce businesses should focus on ethical implementation, transparency, and data privacy to strengthen customer trust and ensure sustainable growth.
1. Chotai, R. (2025). AI-powered recommendation systems and consumer behaviour in e-commerce. 2. Kavitha Yadav. (2024). AI-driven pricing and recommendation mechanisms in Bengaluru's online apparel sector. 3. Madanchian, M. (2024). Artificial Intelligence and deep learning in global e-commerce. 4. Mishra, A. (2024). Consumer responses to AI-enabled e-commerce platforms. 5. Monica George. (2025). Predictive deep-learning algorithms and consumer purchase behaviour. 6. Panwar, S. (2024). AI-based nudging techniques in online shopping. 7. Pardeshi, P., et al. (2023). Natural language processing and recommendation systems in e-commerce. 8. Roy, S. (2024). Hyper-personalized AI marketing strategies and consumer engagement. 9. Umashankar. (2024). Machine learning-based consumer segmentation in Karnataka's e-commerce sector. 10. Wang, Y., et al. (2023). Technology Acceptance Model (TAM) in AI-enabled e-commerce.
Publication Date
7/18/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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