User Experience and Perceptions of AI-Generated E-Commerce Content: A Survey-Based Evaluation of Functionality, Aesthetics, and Security

Chrysa Stamkou (), Vaggelis Saprikis, George F. Fragulis and Ioannis Antoniadis
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Chrysa Stamkou: Department of Management Science and Technology, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece
Vaggelis Saprikis: Department of Management Science and Technology, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece
George F. Fragulis: Department of Management Science and Technology, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece
Ioannis Antoniadis: Department of Management Science and Technology, School of Economic Sciences, University of Western Macedonia, 50100 Kozani, Greece

Data, 2025, vol. 10, issue 6, 1-23

Abstract: The integration of generative artificial intelligence (AI) in e-commerce is constantly increasing and in different forms, while transforming content creation. Its impact on user experience remains underexplored. This study examines user perceptions of AI-generated e-commerce content, focusing on functionality, aesthetics, and security. A survey was conducted where 223 participants were requested to browse through the pages of an online store developed using ChatGPT and DALL·E and evaluate it, providing feedback through a constructed questionnaire. The collected data was subjected to descriptive statistical analysis, exploratory factor analysis (EFA), and comparative statistical tests to identify key user experience dimensions and possible demographic variances in satisfaction. Factor analysis extracted two main components influencing user experience: “Service Quality and Security” and “Design and Aesthetics”. Further analysis highlighted a slight variation in user evaluations between male and female participants. Although security-related questions were addressed with caution, the rest of the findings indicate that AI-generated content was well-received and highly rated. Clearly, generative AI is a valuable tool for businesses, AI developers, and anyone seeking to optimize AI-driven processes to enhance user engagement. It can be confidently concluded that it positively contributes to the development of a functional and aesthetically appealing e-commerce platform.

Keywords: generative artificial intelligence; user experience evaluation; E-Commerce; AI-generated content; online store evaluation; ChatGPT; DALL·E; consumer perceptions (search for similar items in EconPapers)
JEL-codes: C8 C80 C81 C82 C83 (search for similar items in EconPapers)
Date: 2025
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