The effectiveness of artificial intelligence (AI) through customer shopping experience in e-commerce Malaysia

Yap, Melissa Ching Hong (2019) The effectiveness of artificial intelligence (AI) through customer shopping experience in e-commerce Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In the era of globalization, Malaysia is entering Industry 4.0 or known as Fourth Industrial Revolution which focusing on digital transformation. Besides that, Artificial Intelligence (AI) is a current trend in today markets and it gives so many opportunities in different fields. Therefore, AI has been picking up the speed in online retail space in order to deliver a more personalized experiences for online shoppers. However, some of the online shoppers are not aware of implementation of AI in e-commerce Malaysia. Therefore, the aim of this research was to know the effectiveness of artificial intelligence through customer shopping experience in e-commerce Malaysia. This research was descriptive research and it was used quantitative research method in order to obtain the data. The data were collected using questionnaires from 384 respondents and mainly target in Melaka and Negeri Sembilan. The result of analysis showed that perceived ease of use, perceived enjoyment and intention to use has significant impact on the effectiveness of Artificial Intelligence through customer shopping experience in e-commerce Malaysia. Besides that, impacts of customer shopping experience has significant relationship on the effectiveness of Artificial Intelligence in e-commerce Malaysia. There was a motivational factor which is perceived usefulness factor is not significant in the influence of effectiveness of Artificial Intelligence through customer shopping experience in e-commerce Malaysia. The results of this study contributes exceptional judgement to e-retailers and the e-commerce platforms in Malaysia.

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