Impact of artificial intelligence on impulse buying behaviour of Indian shoppers in fashion retail outletsYear: 2021 |
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Authors:S Jain, A V Gandhi AbstractThis paper aims to understand the impact of modern technologies such as artificial intelligence on impulse buying behaviour of Indian shoppers specifically in fashion retail outlets. The empirical study on the effect of artificial intelligence on impulse purchase decisions was conducted through an e-survey of the Indian shoppers. The data collected was analysed using factor analysis and multiple regression analysis. The impact of modern technologies which are used by the retailers to enhance sale and consumer engagement was studied. The relationship between use of artificial intelligence parameters such as the purchase duration, recommended products, product information and human interaction and its impact on Impulse Purchase was studied and the results revealed that all these factors except product information had a significant impact on the impulse purchase decision of the buyer. |
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