Exploring Emotional Responses of Customer towards AI Enhanced E-Commerce Portals

Abstract

Artificial intelligence (AI) technology has emerged as an influential force in the digital age, revolutionising the emotional connection and customer experience in e-commerce platforms. Examining how AI-related marketing elements affect consumers' emotional reactions in online buying settings is the goal of this article. The study used a descriptive research design and focusses on three independent variables; promotional advertising, AI credibility and level of personalisation, with the dependent variable being the customer's emotional response. The Primary data was collected from 696 respondents who were e-commerce customers using non-probability sampling techniques; Convenience and Snow-ball Sampling through a self-designed well-structured questionnaire. The research questionnaire comprised of two sections, were first section included the statements relating to Demographic factors and Behavioural factors of the respondents. The second section comprises of five statements each relating to three independent factors and one dependent factor using five-point Likert scale. The samples collected were analysed using advanced statistical tools with softwares IBM SPSS Version 23. The respondents' behavioural and demographic traits were summarised using descriptive statistics. One-way ANOVA was utilised to compare the emotional responses based on the behavioural characteristics of e-commerce customers and Cluster analysis was employed to categorise customers into similar categories based on their emotional responses and behavioural patterns. To ascertain the predictive impact of AI-related marketing variables on consumers' emotional engagement, logistic regression analysis was used. The Secondary data was collected by reviewing and analysing various Research articles and papers.

The findings highlight that the Level of Personalisation and AI Credibility significantly enhance positive emotional engagement, while Promotional Advertising contribute variably towards various customer sections. The results emphasises that the growing AI-driven interactions in shaping customer perceptions and strengthening brand relationships in e-commerce portals. In spite of providing managerial insights for creating moral, data-driven, and emotionally appealing e-commerce strategies, this study adds to the existing literature by incorporating emotional analytics into AI-based marketing frameworks.