ABSTRACT: The rapid growth of e-retailing has completely changed the way customers search for, evaluate, and buy products online. With increasing competition among e-retailing platforms, AI-powered personalisation has become an essential tool for offering relevant product suggestions and improving the customer purchasing experience. E-retailers can find out the preferences of their customers from browsing patterns, past purchases, and other interaction data to provide tailored recommendations. This study examines whether AI-powered personalisation has any association with consumer purchase intention. A systematic survey of 112 respondents was conducted with the help of a questionnaire. Two composite variables were developed: one measuring AI Powered Personalisation with eight statements and another measuring their purchase intentions with five statements. Pearson's correlation, simple linear regression was used for analysis.

KEYWORDS: Artificial Intelligence, AI-Powered Personalisation, Consumer Purchase Intention, E-Retailing

A STUDY ON AI-POWERED PERSONALISATION AND BUYERS’ PURCHASE INTENTION IN E-RETAILING

DR. SANDIPA CHATTERJEE