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AI-Driven E-Commerce: Consumer Reactions, Engagement, and the Path to Brand Loyalty

In: Advanced Technologies in Business, Volume I

Author

Listed:
  • Paula Rodrigues

    (Universidade Lusíada)

Abstract

The purpose of this study is to understand how consumers react to the use of Artificial Intelligence (AI) in e-commerce and how their behaviors are influenced by AI technologies. Using a quantitative methodology, data was collected through a structured online questionnaire, on Portuguese consumers. The study examines key constructs such as safety in AI applications, consumer engagement, consumer satisfaction, perceived value, electronic word-of-mouth, and brand loyalty. The findings suggest that feelings of safety play a pivotal role in shaping consumer engagement, consumer satisfaction and perceived value, and brand loyalty.

Suggested Citation

  • Paula Rodrigues, 2026. "AI-Driven E-Commerce: Consumer Reactions, Engagement, and the Path to Brand Loyalty," Palgrave Intersections of Business and the Sciences, in association with Gnosis Mediterranean Institute for Management Science, in: Shahriar Akter & Md Afnan Hossain & Hélène Yildiz & Demetris Vrontis & Alkis Thrassou (ed.), Advanced Technologies in Business, Volume I, chapter 0, pages 213-243, Palgrave Macmillan.
    • Handle: RePEc:pal:pinchp:978-3-032-03480-9_9
    DOI: 10.1007/978-3-032-03480-9_9
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