{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,5]],"date-time":"2026-05-05T14:44:36Z","timestamp":1777992276275,"version":"3.51.4"},"reference-count":94,"publisher":"MDPI AG","issue":"7","license":[{"start":{"date-parts":[[2024,7,20]],"date-time":"2024-07-20T00:00:00Z","timestamp":1721433600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"FCT\u2014Funda\u00e7\u00e3o para a Ci\u00eancia e a Tecnologia, IP","award":["UIDB\/04630\/2020"],"award-info":[{"award-number":["UIDB\/04630\/2020"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Behavioral Sciences"],"abstract":"<jats:p>The evolution of e-retail and the contribution of artificial intelligence in improving algorithms for greater customer engagement highlight the potential of these technologies to develop e-commerce further, making it more accessible and personalized to meet individual needs. This study aims to explore the psychosocial factors (subjective norms; faith; consciousness; perceived control) that affect AI-enabled ease of use and their impact on purchase intention in online retail. We will also assess the mediating effect of AI-enabled ease of use between psychosocial factors and consumer purchase intention. A quantitative methodology was used, and 1438 responses were collected from Portuguese consumers on e-retail. Structural equation modeling was used for the statistical treatment. The findings indicate that subjective norms do not positively impact AI-enabled ease of use, whereas factors such as faith, consciousness, and perceived control do enhance it. Furthermore, AI-enabled ease of use itself boosts purchase intention. Additionally, the effects of subjective norms, faith, consciousness, and perceived control on purchase intention are significantly enhanced when mediated by AI-enabled ease of use, highlighting the crucial role of usability in shaping consumer purchase behavior. The contribution of this study has been made through the formulation model that provides a systematized perspective about the influencers of purchase intentions and extends the knowledge about the impact of artificial intelligence in e-retail. Furthermore, this study offers insights into the impact of artificial intelligence in e-commerce\u2014artificial intelligence directly affects purchase intentions and plays an important mediator role in the interaction mechanisms between psychosocial factors and purchase intentions.<\/jats:p>","DOI":"10.3390\/bs14070616","type":"journal-article","created":{"date-parts":[[2024,7,22]],"date-time":"2024-07-22T17:36:04Z","timestamp":1721669764000},"page":"616","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":36,"title":["AI Meets the Shopper: Psychosocial Factors in Ease of Use and Their Effect on E-Commerce Purchase Intention"],"prefix":"10.3390","volume":"14","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2968-4026","authenticated-orcid":false,"given":"Jo\u00e3o M.","family":"Lopes","sequence":"first","affiliation":[{"name":"Instituto Superior Miguel Torga, 3000-132 Coimbra, Portugal"},{"name":"NECE-UBI\u2014Research Unit in Business Sciences, University of Beira Interior, 6201-001 Covilh\u00e3, Portugal"}]},{"given":"L. Filipe","family":"Silva","sequence":"additional","affiliation":[{"name":"Instituto Superior Miguel Torga & Instituto Superior de Contabilidade e Administra\u00e7\u00e3o, Universidade de Aveiro, 3810-193 Aveiro, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2510-2348","authenticated-orcid":false,"given":"Ilda","family":"Massano-Cardoso","sequence":"additional","affiliation":[{"name":"Instituto Superior Miguel Torga, 3000-132 Coimbra, Portugal"},{"name":"Faculty of Medicine, University of Coimbra, 3000-548 Coimbra, Portugal"},{"name":"CEISUC\u2014Faculty of Economics, University of Coimbra, 3004-512 Coimbra, Portugal"}]}],"member":"1968","published-online":{"date-parts":[[2024,7,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"264","DOI":"10.1016\/j.ausmj.2020.07.007","article-title":"Artificial intelligence in retail: The AI-enabled value chain","volume":"29","author":"Oosthuizen","year":"2021","journal-title":"Australas. Mark. 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