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September-2026
eISSN: 2349-5162
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Journal of Emerging Technologies and Innovative Research ( An International Scholarly Open Access Journal, Peer-reviewed, Refereed, Crossref DOI Journal )
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UGC Approved Journal no 63975(19)
New UGC Peer-Reviewed Rules
ISSN: 2349-5162 | ESTD Year : 2014 Volume 13 | Issue 9 | September 2026
New UGC Peer-Reviewed Rules
ISSN: 2349-5162 | ESTD Year : 2014 Volume 13 | Issue 9 | September 2026
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UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975
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Published Paper ID:
JETIR2609033
Registration ID:
585650
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Title
Consumer Adoption of AI Shopping Assistants: The Roles of Consumer Trust and Perceived Usefulness
Abstract
Artificial intelligence (AI) shopping assistants are reshaping how consumers search, compare, and decide across digital retail platforms; however, consumer willingness to rely on these systems varies considerably. Integrating the technology acceptance model with trust in automation theory, this study examines how perceived AI service quality influences consumer adoption of AI shopping assistants complete the mediating roles of consumer trust and perceived usefulness. Data were collected from 550 consumers in the Mysuru district of Karnataka, India, who had used AI shopping assistants in the preceding six months, and the proposed model was tested using partial least squares structural equation modelling (PLS-SEM). The results show that perceived AI service quality significantly and positively influences both consumer trust and perceived usefulness, which in turn significantly predicts consumer adoption. Both mediators partially transmit the effect of service attribute on adoption, with perceived usefulness exerting a stronger effect. The findings extend AI-retail adoption research and offer practical guidance for retailers seeking to design more trustworthy and useful AI shopping assistants.
Key Words
AI shopping assistants; perceived AI service quality; consumer trust; perceived usefulness; technology acceptance; PLS-SEM
Cite This Article
"Consumer Adoption of AI Shopping Assistants: The Roles of Consumer Trust and Perceived Usefulness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 9, page no.a294-a302, September-2026, Available :http://www.jetir.org/papers/JETIR2609033.pdf
ISSN
2349-5162 | Impact Factor 7.95 Calculate by Google Scholar
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Cite This Article
"Consumer Adoption of AI Shopping Assistants: The Roles of Consumer Trust and Perceived Usefulness", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 9, page no. ppa294-a302, September-2026, Available at : http://www.jetir.org/papers/JETIR2609033.pdf
Publication Details
Published Paper ID: JETIR2609033
Registration ID: 585650
Published In: Volume 13 | Issue 9 | Year September-2026
DOI (Digital Object Identifier): https://doi.org/10.56975/jetir.v13i9.585650
Page No: a294-a302
Country: Mysuru, Karnataka, India .
Area: Management
ISSN Number: 2349-5162
Publisher: IJ Publication
Published Paper URL :: https://www.jetir.org/view?paper=JETIR2609033
Published Paper PDF: https://www.jetir.org/papers/JETIR2609033
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