Volume : 11, Issue : 3, MAR 2025
CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.
A STYDY ON BUYERS PERCEPTION TOWARDS ARTIFICAL INTELLIGENCE (AI) RETAIL INDUSTRY FOCUSING ON AMAZON IN MADURAI CITY
M.KARTHICK RAJA*, K.MUTHURAJA, MRS.R.NANDHINEESWARI
Abstract
The retail industry has witnessed significant transformations with the integration of Artificial Intelligence (AI). Amazon, a pioneer in e-commerce, has been at the forefront of AI adoption. This study aims to investigate buyers' perception towards AI in retail, focusing on Amazon in Madurai city. A survey-based research design was employed, and data was collected from 400 Amazon buyers in Madurai city. The results indicate that buyers have a positive perception towards AI-powered features on Amazon, such as personalized recommendations and voice assistants. However, concerns about data privacy and security were also expressed. The study provides insights into the factors that influence buyers' perception and adoption of AI-powered features on Amazon. The findings have implications for retailers and e-commerce platforms seeking to leverage AI to enhance customer experience and drive business growth.
Keywords
ARTIFICIAL INTELLIGENCE, RETAIL INDUSTRY, AMAZON, BUYERS' PERCEPTION, COMMERCE PLATFORM.
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References
Journal Articles
1. Kumar et al. (2020): "Artificial Intelligence in Retail: A Systematic Review" (Journal of Retailing and Consumer Services)
2. Srivastava et al. (2019): "Buyer's Perception towards Artificial Intelligence in E-commerce" (Journal of Electronic Commerce Research)
Books
1. Kaplan, A. (2019): "Artificial Intelligence in Retail: A Guide for Retailers" (Routledge)
2. Luthra, S. (2020): "AI in Retail: A Practical Guide" (Packt Publishing)
Website:
1. https://aws.amazon.com/retail-consumer-goods/gener ative-ai/