IDEAS home Printed from https://ideas.repec.org/a/spr/snbeco/v4y2024i12d10.1007_s43546-024-00754-y.html
   My bibliography  Save this article

Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh

Author

Listed:
  • Md. Emam Hossain

    (Noakhali Science and Technology University)

  • Subarna Biswas

    (Noakhali Science and Technology University)

Abstract

Science and technology have significantly transformed the world, and artificial intelligence (AI) is revolutionizing sectors like online commerce. In Bangladesh, where traditional buying practices are prevalent, the integration of AI in online shopping presents both challenges and opportunities. Understanding customers’ behavioral intentions (BI) is crucial for AI-based online shopping platforms, but there is limited research on this topic, necessitating further studies to advance the understanding. The study aims to better understand consumers’ BI and determine whether perceived trust (PT) and service quality (SQ) form any positive attitudes (ATT) towards the BI to use AI-based online shopping platforms in Bangladesh. The study employed a broadly used technology acceptance model (TAM) with two additional variables PT and SQ, a quantitative research approach and a purposive sample strategy. Data was obtained using an online survey method with a seven-point Likert scale and evaluated using Smart-PLS and SPSS software, with partial least square (PLS) Smart being used for data analysis. The study found that perceived usefulness (PU) and SQ are the two most crucial variables that influence consumers’ ATT, while perceived ease of use (PEU) and PT are insignificant. However, ATT was found to be the most important factor in consumer’ BI, which influences consumers to use AI-based online shopping platforms. This study enhances knowledge on customers’ BI and AI technologies in online shopping platforms and provides practical insights for retailers and e-marketers to establish effective marketing strategies.

Suggested Citation

  • Md. Emam Hossain & Subarna Biswas, 2024. "Technology acceptance model for understanding consumer’s behavioral intention to use artificial intelligence based online shopping platforms in Bangladesh," SN Business & Economics, Springer, vol. 4(12), pages 1-61, December.
    • Handle: RePEc:spr:snbeco:v:4:y:2024:i:12:d:10.1007_s43546-024-00754-y
    DOI: 10.1007/s43546-024-00754-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43546-024-00754-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43546-024-00754-y?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gefen, David & Straub, Detmar W., 2004. "Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services," Omega, Elsevier, vol. 32(6), pages 407-424, December.
    2. Arif, Imtiaz & Aslam, Wajeeha & Hwang, Yujong, 2020. "Barriers in adoption of internet banking: A structural equation modeling - Neural network approach," Technology in Society, Elsevier, vol. 61(C).
    3. Kim, Sanghyun & Park, Hyunsun, 2013. "Effects of various characteristics of social commerce (s-commerce) on consumers’ trust and trust performance," International Journal of Information Management, Elsevier, vol. 33(2), pages 318-332.
    4. Mohammad Kamal Hossain & Md Abdus Salam & Sheikh Sakib Jawad, 2022. "Factors affecting online shopping behavior in Bangladesh: A demographic perspective," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 4(3), pages 13-22, July.
    5. Chi, Ting, 2018. "Understanding Chinese consumer adoption of apparel mobile commerce: An extended TAM approach," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 274-284.
    6. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    7. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    8. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    9. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    10. Rupam Chowdhury, 2023. "Impact of perceived convenience, service quality and security on consumers’ behavioural intention towards online food delivery services: the role of attitude as mediator," SN Business & Economics, Springer, vol. 3(1), pages 1-23, January.
    11. Pável Reyes-Mercado & M. Karthik & Ram Kumar Mishra & Rajagopal, 2017. "Drivers of consumer attitudes towards online shopping in the Indian market: analysis through an extended TAM model," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 13(3), pages 326-343.
    12. Jiwang Yin & Xiaodong Qiu, 2021. "AI Technology and Online Purchase Intention: Structural Equation Model Based on Perceived Value," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    13. Lee, In & Shin, Yong Jae, 2020. "Machine learning for enterprises: Applications, algorithm selection, and challenges," Business Horizons, Elsevier, vol. 63(2), pages 157-170.
    14. Eun-Jung Kim & Jinkyung Jenny Kim & Sang-Ho Han, 2021. "Understanding Student Acceptance of Online Learning Systems in Higher Education: Application of Social Psychology Theories with Consideration of User Innovativeness," Sustainability, MDPI, vol. 13(2), pages 1-14, January.
    15. Pizzo, Anthony D. & Kunkel, Thilo & Jones, Gareth J. & Baker, Bradley J. & Funk, Daniel C., 2022. "The strategic advantage of mature-stage firms: Digitalization and the diversification of professional sport into esports," Journal of Business Research, Elsevier, vol. 139(C), pages 257-266.
    16. Yasser Khan & Mazliham Bin Mohd Su’ud & Muhammad Mansoor Alam & Syed Fayaz Ahmad & Ahmad Y. A. Bani Ahmad (Ayassrah) & Nasir Khan, 2022. "Application of Internet of Things (IoT) in Sustainable Supply Chain Management," Sustainability, MDPI, vol. 15(1), pages 1-14, December.
    17. Shmueli, Galit & Ray, Soumya & Velasquez Estrada, Juan Manuel & Chatla, Suneel Babu, 2016. "The elephant in the room: Predictive performance of PLS models," Journal of Business Research, Elsevier, vol. 69(10), pages 4552-4564.
    18. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    19. Zhou, Qingji & Lim, Fong Jie & Yu, Han & Xu, Gaoqian & Ren, Xiaoyu & Liu, Dan & Wang, Xiangxin & Mai, Xinda & Xu, Hong, 2021. "A study on factors affecting service quality and loyalty intention in mobile banking," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    20. Tanzila Rahman Lubna, 2022. "Customers’ satisfaction level regarding e-commerce in Bangladesh during COVID-19," International Journal of Science and Business, IJSAB International, vol. 15(1), pages 94-101.
    21. Bienstock, Carol C. & Royne, Marla B. & Sherrell, Dan & Stafford, Thomas F., 2008. "An expanded model of logistics service quality: Incorporating logistics information technology," International Journal of Production Economics, Elsevier, vol. 113(1), pages 205-222, May.
    22. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
    23. Christy M. Cheung & Matthew K. Lee, 2001. "Trust in Internet Shopping: Instrument Development and Validation through Classical and Modern Approaches," Journal of Global Information Management (JGIM), IGI Global, vol. 9(3), pages 23-35, July.
    24. Szabolcs Nagy & Noemi Hajdu, 2021. "Consumer Acceptance of the Use of Artificial Intelligence in Online Shopping: Evidence From Hungary," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 155-155, February.
    25. Mohammad Anisur Rahman & Md. Aminul Islam & Bushra Humyra Esha & Nahida Sultana & Sujan Chakravorty, 2018. "Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1514940-151, January.
    26. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    27. Liao, Chechen & Palvia, Prashant & Chen, Jain-Liang, 2009. "Information technology adoption behavior life cycle: Toward a Technology Continuance Theory (TCT)," International Journal of Information Management, Elsevier, vol. 29(4), pages 309-320.
    28. Wajeeha Aslam & Annas Hussain & Kashif Farhat & Imtiaz Arif, 2020. "Underlying Factors Influencing Consumers’ Trust and Loyalty in E-commerce," Business Perspectives and Research, , vol. 8(2), pages 186-204, July.
    29. Dianne Cyr & Carole Bonanni & John Bowes & Joe Ilsever, 2005. "Beyond Trust: Web Site Design Preferences Across Cultures," Journal of Global Information Management (JGIM), IGI Global, vol. 13(4), pages 25-54, October.
    30. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    31. McCole, Patrick & Ramsey, Elaine & Williams, John, 2010. "Trust considerations on attitudes towards online purchasing: The moderating effect of privacy and security concerns," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1018-1024, September.
    32. Wynne W. Chin & Abhijit Gopal & W. David Salisbury, 1997. "Advancing the Theory of Adaptive Structuration: The Development of a Scale to Measure Faithfulness of Appropriation," Information Systems Research, INFORMS, vol. 8(4), pages 342-367, December.
    33. Razia Sultana Sumi & Mahjabeen Ahmed, 2022. "Investigating young consumers’ online buying behavior in COVID-19 pandemic: perspective of Bangladesh," IIM Ranchi Journal of Management Studies, Emerald Group Publishing Limited, vol. 1(2), pages 108-123, April.
    34. Roland T. Rust & Ming-Hui Huang, 2014. "The Service Revolution and the Transformation of Marketing Science," Marketing Science, INFORMS, vol. 33(2), pages 206-221, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    2. Yadgar Taha M. Hamakhan, 2020. "The effect of individual factors on user behaviour and the moderating role of trust: an empirical investigation of consumers’ acceptance of electronic banking in the Kurdistan Region of Iraq," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 6(1), pages 1-29, December.
    3. Shirazi, Farid & Hajli, Nick & Sims, Julian & Lemke, Fred, 2022. "The role of social factors in purchase journey in the social commerce era," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
    4. Francisco Liébana-Cabanillas & Francisco Muñoz-Leiva & J. Sánchez-Fernández, 2018. "A global approach to the analysis of user behavior in mobile payment systems in the new electronic environment," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 25-64, March.
    5. Cao, Xinyu & Mokhtarian, Patricia L., 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," University of California Transportation Center, Working Papers qt5z75n416, University of California Transportation Center.
    6. Cao, XinYu & Mokhtarian, Patricia L, 2005. "The Intended and Actual Adoption of Online Purchasing: A Brief Review of Recent Literature," Institute of Transportation Studies, Working Paper Series qt095934s0, Institute of Transportation Studies, UC Davis.
    7. Barnes, Stuart J. & Vidgen, Richard T., 2014. "Technology socialness and Web site satisfaction," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 12-25.
    8. Kimiagari, Salman & Asadi Malafe, Neda Sharifi, 2021. "The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    9. Escobar-Rodríguez, Tomás & Bartual-Sopena, Lourdes, 2015. "Impact of cultural factors on attitude toward using ERP systems in public hospitals," Revista de Contabilidad - Spanish Accounting Review, Elsevier, vol. 18(2), pages 127-137.
    10. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    11. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    12. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    13. Christian Nitzl & Wynne W. Chin, 2017. "The case of partial least squares (PLS) path modeling in managerial accounting research," Journal of Management Control: Zeitschrift für Planung und Unternehmenssteuerung, Springer, vol. 28(2), pages 137-156, May.
    14. Alam, Mohammad Zahedul & Hu, Wang & Kaium, Md Abdul & Hoque, Md Rakibul & Alam, Mirza Mohammad Didarul, 2020. "Understanding the determinants of mHealth apps adoption in Bangladesh: A SEM-Neural network approach," Technology in Society, Elsevier, vol. 61(C).
    15. Juan F. Tavera Mesías & Juan C. Sánchez Giraldo & Bernardo Ballesteros Díaz, 2011. "Aceptación del E-Commerce en Colombia: un estudio para la ciudad de Medellín," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, December.
    16. Nasser Hamidi & Tahmineh Torabi Rad & Alireza Jahany, 2012. "Evaluation Of Factors Influencing Tendency Towards E- Banking In Bank Customers," Far East Journal of Marketing and Management, Far East Research Centre, vol. 2(3), pages 25-42, August.
    17. Kala Kamdjoug, Jean Robert & Wamba-Taguimdje, Serge-Lopez & Wamba, Samuel Fosso & Kake, Ingrid Bive'e, 2021. "Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Muhammad Hamza & Rai Waqas Azfar & Khwaja Mateen Mazher & Basel Sultan & Ahsen Maqsoom & Shabir Hussain Khahro & Zubair Ahmed Memon, 2023. "Exploring Perceptions of the Adoption of Prefabricated Construction Technology in Pakistan Using the Technology Acceptance Model," Sustainability, MDPI, vol. 15(10), pages 1-25, May.
    19. Arif Hasan & S. K. Gupta, 2020. "Exploring Tourists’ Behavioural Intentions Towards Use of Select Mobile Wallets for Digital Payments," Paradigm, , vol. 24(2), pages 177-194, December.
    20. Kathrin Dudenhöffer, 2013. "Why electric vehicles failed," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 24(2), pages 95-124, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:snbeco:v:4:y:2024:i:12:d:10.1007_s43546-024-00754-y. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.