ARTIFICIAL INTELLIGENCE AND BUYING BEHAVIOR: EXPLORING THE BALANCE BETWEEN CONVENIENCE AND PRIVACY IN E-COMMERCE FROM THE PERSPECTIVE OF REGIONALITY

Abstract

Purpose: The study explores how the convenience provided by Artificial Intelligence (AI) in e-commerce affects the purchase intention of Brazilian consumers, considering concerns about data privacy and trust in technology in different regions of Brazil.Methodological Approach: Quantitative-descriptive research was adopted using a cross-sectional survey through an online questionnaire. The analysis of the interrelationships and testing of the hypotheses was carried out through the Structural Equation Modeling technique (PLS-SEM). Findings: The convenience provided by AI has a significant positive impact on purchase intent. Data privacy negatively impacts the perceived desirability of AI. Trust in technology positively influences the desirability of AI. Regional differences have a negative impact on purchase intent. AI Convenience acts as a significant mediator between trust in technology and purchase intent. Limitations of the Research: The sample is predominantly composed of respondents from the city of Uberlândia, limiting the generalization of the results. In addition, the research used a non-probabilistic sampling and an online questionnaire, which can introduce selection biases. Practical Implications: E-commerce businesses should focus on increasing the convenience provided by AI to improve purchase intent. It is crucial to address data privacy concerns and increase trust in technology. Regional adaptations in e-commerce strategies are necessary to better meet the local specificities of consumers