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Usage of artificial intelligence in online shopping application: Malaysian customer attitude

Artificial Intelligence (AI) has become increasingly important towards consumer’s attitude in online shopping application. Furthermore, in this study, the main objective is to study regarding the utilization of AI in online shopping application of Malaysian consumer attitude. An empirical data throu...

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Main Author: Soo, Hui Yee
Format: Final Year Project / Dissertation / Thesis
Published: 2022
Subjects:
HF Commerce
Online Access:http://eprints.utar.edu.my/4857/1/23._Soo_Hui_Yee_1801928.pdf
http://eprints.utar.edu.my/4857/
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spelling my-utar-eprints.48572022-12-16T13:50:52Z Usage of artificial intelligence in online shopping application: Malaysian customer attitude Soo, Hui Yee HF Commerce Artificial Intelligence (AI) has become increasingly important towards consumer’s attitude in online shopping application. Furthermore, in this study, the main objective is to study regarding the utilization of AI in online shopping application of Malaysian consumer attitude. An empirical data through a survey questionnaire from 250 respondents of Malaysian online shopping application as Shopee and Lazada consumers between the age range of 18 to 35 had been collected. On top of that, the proposed hypothesises were analysed and interpret through Statistics Package for Social Science (SPSS). In view of this, the Technology Acceptance Model (TAM) had been applied along with enhanced as a theoretical basis. Additionally, the independent variables included perceived usefulness, perceived ease of use, perceived trust, together with perceived performance toward the dependent variable which is attitude. Along with that, the results of this study stated that perceived usefulness has no significant relationship towards attitude. However, the other variables as perceived ease of use, perceived trust, and perceived performance have a significant relationship towards attitude. At the end of this study, discussions regarding the objectives, implications, limitations, and recommendations have been discussed. 2022 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/4857/1/23._Soo_Hui_Yee_1801928.pdf Soo, Hui Yee (2022) Usage of artificial intelligence in online shopping application: Malaysian customer attitude. Final Year Project, UTAR. http://eprints.utar.edu.my/4857/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HF Commerce
spellingShingle HF Commerce
Soo, Hui Yee
Usage of artificial intelligence in online shopping application: Malaysian customer attitude
description Artificial Intelligence (AI) has become increasingly important towards consumer’s attitude in online shopping application. Furthermore, in this study, the main objective is to study regarding the utilization of AI in online shopping application of Malaysian consumer attitude. An empirical data through a survey questionnaire from 250 respondents of Malaysian online shopping application as Shopee and Lazada consumers between the age range of 18 to 35 had been collected. On top of that, the proposed hypothesises were analysed and interpret through Statistics Package for Social Science (SPSS). In view of this, the Technology Acceptance Model (TAM) had been applied along with enhanced as a theoretical basis. Additionally, the independent variables included perceived usefulness, perceived ease of use, perceived trust, together with perceived performance toward the dependent variable which is attitude. Along with that, the results of this study stated that perceived usefulness has no significant relationship towards attitude. However, the other variables as perceived ease of use, perceived trust, and perceived performance have a significant relationship towards attitude. At the end of this study, discussions regarding the objectives, implications, limitations, and recommendations have been discussed.
format Final Year Project / Dissertation / Thesis
author Soo, Hui Yee
author_facet Soo, Hui Yee
author_sort Soo, Hui Yee
title Usage of artificial intelligence in online shopping application: Malaysian customer attitude
title_short Usage of artificial intelligence in online shopping application: Malaysian customer attitude
title_full Usage of artificial intelligence in online shopping application: Malaysian customer attitude
title_fullStr Usage of artificial intelligence in online shopping application: Malaysian customer attitude
title_full_unstemmed Usage of artificial intelligence in online shopping application: Malaysian customer attitude
title_sort usage of artificial intelligence in online shopping application: malaysian customer attitude
publishDate 2022
url http://eprints.utar.edu.my/4857/1/23._Soo_Hui_Yee_1801928.pdf
http://eprints.utar.edu.my/4857/
_version_ 1753792991226494976
score 13.211869

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