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

Paula Rodrigues ()
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Paula Rodrigues: Universidade Lusíada

Chapter Chapter 9 in Advanced Technologies in Business, Volume I, 2026, pp 213-243 from Palgrave Macmillan

Abstract: 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.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:pal:pinchp:978-3-032-03480-9_9

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DOI: 10.1007/978-3-032-03480-9_9

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