Subjective Norms Significantly Influence Perceived Usefulness and Ease of Use of AI in E-commerce

Why It Matters

Understanding the impact of subjective norms allows designers and businesses to leverage social proof and expert endorsements to enhance user adoption of AI-powered e-commerce features. This insight is vital for developing strategies that build trust and encourage the integration of AI into online shopping experiences.

Key Finding

Social influence (subjective norms) is a strong driver for users finding AI useful and easy to use in online shopping. While trust helps with ease of use, it doesn't directly make AI seem more useful or change attitudes. Ultimately, a user's intention to use AI leads to them actually using it.

Key Findings

• Subjective norms positively impact both perceived usefulness and perceived ease of use of AI in e-commerce.
• Trust positively influences perceived ease of use.
• Perceived ease of use positively impacts perceived usefulness and attitudes toward using AI.
• Perceived usefulness positively impacts attitudes toward using AI and the intention to use it.
• Behavioral intention to use AI positively impacts the actual use of AI technology.
• The impact of trust on perceived usefulness and attitudes towards behavioral intention to use was not supported.

Research Evidence

Aim: To investigate the factors influencing the acceptance and adoption of Artificial Intelligence (AI) in e-commerce, specifically examining the role of subjective norms, trust, perceived usefulness, perceived ease of use, and attitudes towards use.

Method: Quantitative survey research with structural equation modeling.

Procedure: An online survey was administered to e-commerce purchasers to gather data on their perceptions of AI technologies. The data was analyzed using Partial Least Square (PLS) Smart to test the relationships between various constructs of the Technology Acceptance Model (TAM).

Context: E-commerce platforms and online shopping.

Design Principle

User adoption of new technologies is significantly shaped by social influences and perceived ease of use, which in turn drive perceived usefulness and behavioral intention.

How to Apply

When designing AI-powered features for e-commerce, actively seek ways to demonstrate social acceptance and make the technology as intuitive as possible. Highlight how others are successfully using and benefiting from the AI.

Limitations

The study did not find a direct positive impact of trust on perceived usefulness or attitudes towards behavioral intention to use AI, which might indicate specific contexts or types of AI where this relationship is weaker or mediated by other factors.

Student Guide (IB Design Technology)

Simple Explanation: People are more likely to think AI in online shopping is helpful and easy to use if they believe others think so too. Making AI simple to use also makes people think it's more helpful and want to use it.

Why This Matters: This research shows that how users perceive a technology isn't just about its features, but also about what they think others think and how easy it is to learn and use.

Critical Thinking: If trust doesn't directly impact perceived usefulness or intention to use AI, what other factors might be more critical for building user confidence and driving adoption in e-commerce?

IA-Ready Paragraph: This research highlights the significant influence of subjective norms on user perceptions of AI in e-commerce, indicating that social influence positively impacts perceived usefulness and ease of use. This underscores the importance of considering social factors and usability in the design and adoption of new technologies.

Project Tips

• When researching user adoption of a new technology, consider how social factors (like what friends or experts say) might influence perceptions.
• Explore how 'ease of use' can be a gateway to users seeing the 'usefulness' of a design.

How to Use in IA

• This study can inform the 'User Research' section by highlighting the importance of understanding social influences and usability in technology adoption.
• The findings can be used to justify design choices aimed at improving perceived ease of use and leveraging social proof.

Examiner Tips

• Demonstrate an understanding of how external factors, like social influence, can impact user acceptance beyond just the functional aspects of a design.
• Clearly articulate the link between perceived ease of use and perceived usefulness in your design rationale.

Independent Variable: ["Subjective Norms","Trust","Perceived Ease of Use (PEU)"]

Dependent Variable: ["Perceived Usefulness (PU)","Attitudes toward use","Intention to use","Actual use"]

Controlled Variables: ["E-commerce context","AI technology in e-commerce"]

Strengths

• Utilizes a well-established theoretical framework (TAM) for technology acceptance.
• Employs quantitative methods for empirical testing of relationships.

Critical Questions

• How might cultural differences influence the impact of subjective norms on AI adoption in e-commerce?
• What specific design interventions could effectively leverage subjective norms to promote AI usage?

Extended Essay Application

• An Extended Essay could explore how different types of AI (e.g., recommendation engines vs. chatbots) are influenced by subjective norms and perceived ease of use in specific e-commerce sectors.
• Investigate the mediating role of user experience design in the relationship between trust and AI adoption.

Source

RETRACTED: An empirical evaluation of technology acceptance model for Artificial Intelligence in E-commerce · Heliyon · 2023 · 10.1016/j.heliyon.2023.e18349