IMPACT OF GENERATIVE AI ON CONSUMER BUYING BEHAVIOUR

Authors

  • Dr. P. VENKATARAMAN, Assistant Professor, Department of Commerce, Kaamadhenu Arts and Science College (Autonomous), Sathyamangalam. Author

DOI:

https://doi.org/10.67851/ijcmth.vol.1.issue.2.017

Keywords:

Generative Artificial Intelligence, Consumer Buying Behaviour, E-Commerce, Personalisation, Consumer Trust, Purchase Intention, AI Recommendations

Abstract

Generative Artificial Intelligence (GenAI) is increasingly influencing the way consumers search for information, compare alternatives, evaluate products and make purchasing decisions. This study examines the influence of Generative AI on consumer buying behaviour, with particular attention to awareness and usage, perceived usefulness, personalisation, information quality and trust, and purchase intention. A descriptive and analytical research design was adopted. Primary data were collected through a structured questionnaire using a five-point Likert scale from 75 respondents. Convenience sampling was used. The data were analysed using frequency and percentage analysis, mean and standard deviation, Cronbach's alpha, Pearson correlation and linear/multiple regression.

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Published

2026-09-09

Issue

Vol. 1 No. 2 (2026): IJCMTH

Section

Articles