Factors Influencing Customer Purchase Decisions in AI-Driven Online Shopping: Systematic Review
DOI:
https://doi.org/10.54259/satesi.v6i1.7476Kata Kunci:
Artificial Intelligence in E-commerce, Purchase Intention, Technology Acceptance Model, Stimulus-Organism-Response, Consumer BehaviorAbstrak
Penelitian ini menyajikan tinjauan literatur sistematis untuk mengkaji bagaimana Kecerdasan Buatan (AI) diterapkan dalam e-commerce. Fokus penelitian ini adalah mengidentifikasi faktor-faktor kunci yang memengaruhi keputusan pembelian konsumen dalam transaksi online berbasis AI. Penelitian ini menelaah berbagai teori Sistem Informasi yang relevan dengan integrasi AI dan e-commerce, serta memberikan wawasan mengenai kerangka yang digunakan untuk menganalisis hubungan antara AI dan perilaku konsumen. Selain itu, penelitian ini juga mengidentifikasi kesenjangan dalam penelitian yang ada dan memberikan rekomendasi untuk penelitian selanjutnya, khususnya pada area yang masih memerlukan eksplorasi lebih lanjut untuk memahami dampak AI dalam e-commerce.
Melalui tinjauan literatur, penelitian ini mengidentifikasi faktor-faktor penting seperti perceived enjoyment, perceived usefulness, perceived ease of use, interactivity, consumer engagement, AI technology, dan information quality yang secara signifikan memengaruhi niat pembelian konsumen. Hasil tinjauan menunjukkan bahwa teori Stimulus-Organism-Response (SOR) dan Technology Acceptance Model (TAM) merupakan teori yang paling umum digunakan, sementara teori seperti Media Richness Theory dan Elaboration Likelihood Model relatif lebih jarang digunakan. Temuan ini memberikan landasan yang kuat bagi penelitian selanjutnya, khususnya dalam merumuskan hipotesis yang dapat diuji secara empiris.
Selain itu, penelitian ini juga menawarkan perspektif yang lebih terintegrasi dengan mengelompokkan konstruk ke dalam kerangka multidimensi serta memberikan arah bagi penelitian empiris selanjutnya, seperti pengembangan model penelitian dan validasinya melalui pendekatan berbasis survei dan analisis menggunakan SEM-PLS, serta pendekatan kualitatif. Penelitian ini bertujuan memberikan wawasan bagi pengembang AI dan praktisi e-commerce dalam meningkatkan sistem berbasis AI guna memenuhi kebutuhan konsumen serta meningkatkan kepuasan dan tingkat pembelian.
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Hak Cipta (c) 2026 Arnold Aribowo, Hery Hery, Andree Emmanuel Widjaja, Calandra Alencia Haryani
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