The Influence of Digitalisation and Artificial Intelligence on Consumer Buying Behavior in E-Commerce

The integration of digitalisation and artificial intelligence (AI) has revolutionized the e-commerce sector, dramatically reshaping consumer buying behavior. This conceptual paper investigates how AI-enabled tools and digital technologies influence the various stages of the consumer decision-making process within online retail platforms. Drawing from the Stimulus-Organism-Response (S-O-R) model, the study examines key AI applications such as recommendation engines, chatbots, dynamic pricing algorithms, and personalization systems that act as stimuli triggering cognitive and emotional consumer responses. These internal psychological responses, including trust, perceived value, ease of use, and digital fatigue, ultimately lead to behavioral outcomes like purchase intention, brand loyalty, or cart abandonment. The literature reviewed reveals that AI-driven personalization significantly enhances consumer satisfaction and engagement, with predictive analytics and behavioral targeting playing critical roles in improving the overall user experience. However, the paper also highlights potential downsides such as algorithmic bias, privacy concerns, and consumer skepticism toward AI decisions. The proposed conceptual framework illustrates the interrelationship between technological stimuli and consumer responses while factoring in moderating variables such as demographic characteristics, digital literacy, and cultural orientation. By synthesizing findings from recent empirical studies, this paper contributes to a deeper understanding of digital consumer dynamics and proposes a multi-dimensional model to guide future research and practice. The study offers strategic insights for marketers, platform designers, and policymakers aiming to implement ethical, efficient, and consumer-centric AI solutions in e-commerce.