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The Impact of Artificial Intelligence Use on the E-Commerce in Romania

Author

Listed:
  • Adrian Micu

    (Dunarea de Jos University, Galati, România)

  • Angela-Eliza Micu

    (Ovidius University, Constan?a, România)

  • Marius Geru

    (Transilvania University, Bra?ov, România)

  • Alexandru Capatina

    (Dunarea de Jos University, Galati, România)

  • Mihaela-Carmen Muntean

    (Dunarea de Jos University, Galati, România)

Abstract

This study aims at identifying the tools used in e-commerce, able to optimize marketing campaigns. Managerial and marketing processes have been identified in the relevant body of knowledge that can be optimized using artificial intelligence; thus, a questionnaire has been designed within a quantitative research. The sample used in the research consists of 201 persons having managerial positions, who are involved in e-commerce, their companies’ have been their company active in 2020, with at least one employee. The article highlights the managerial tools used in promoting products in the online environment and business processes that they want to optimize using artificial intelligence. At the same time, for the quantitative study, three hypotheses have been tested to identify the motivation to buy online, as well as the methods used by online store managers in the communication process. The limitations of this study are determined by the fact that only the managerial perspective is analysed, without considering the perception of the final consumer, which could have ethical implications. Optimizing the flow of stocks and logistics processes will be the subject of future research considering that it is the main challenge for management, as the quantitative research proved.

Suggested Citation

  • Adrian Micu & Angela-Eliza Micu & Marius Geru & Alexandru Capatina & Mihaela-Carmen Muntean, 2021. "The Impact of Artificial Intelligence Use on the E-Commerce in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 137-137, February.
    • Handle: RePEc:aes:amfeco:v:23:y:2021:i:56:p:137
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    References listed on IDEAS

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    Cited by:

    1. Hasan Beyari & Hatem Garamoun, 2022. "The Effect of Artificial Intelligence on End-User Online Purchasing Decisions: Toward an Integrated Conceptual Framework," Sustainability, MDPI, vol. 14(15), pages 1-17, August.

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    More about this item

    Keywords

    e-commerce; m-commerce; artificial intelligence; marketing automation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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