The role of Artificial Intelligence in enhancing online sales and the customer experience
Zhang, Shuyi (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024052415634
https://urn.fi/URN:NBN:fi:amk-2024052415634
Tiivistelmä
In the digital area of e-commerce, Artificial Intelligence (AI) is reshaping online sales strategies and redefining customer experiences. This study explores the role of Artificial Intelligence (AI) in enhancing online sales and customer experiences within e-commerce, with a specific focus on the Chinese market. The study starts with the literature review, which aims to provide a comprehensive overview of existing research and scholarly discourse on the role of Artificial Intelligence (AI) in e-commerce. By employing a mixed methods approach, combining qualitative interviews and quantitative surveys, this study delves into the current landscape of AI applications in e-commerce platforms, scrutinizing their efficacy and impact on sales metrics and customer satisfaction levels.
Quantitative analysis of survey data reveals prevalent online shopping habits among Chinese consumers, alongside a notable familiarity with AI technologies. However, challenges persist, with a substantial portion of respondents encountering difficulties in online shopping experiences. Despite the popularity of AI-driven tools such as image recognition and personalized recommendations, their usage remains sporadic, and consumer satisfaction levels hover between neutral to mildly content. Notably, while consumers acknowledge the influence of AI on purchase decisions, the correlation between personalized product recommendations and overall satisfaction is nuanced, indicating room for improvement in personalized shopping experiences.
Qualitative insights from interviews with e-commerce industry stakeholders shed light on practical AI applications, emphasizing their contributions to global expansion, sales optimization, and personalized customer interactions. AI tools enhance search functionalities, pricing strategies, and customer support, thereby augmenting efficiency, satisfaction, and sales revenues. However, challenges including system compatibility, data integration complexities, and privacy concerns warrant strategic solutions and continuous innovation.
Combining quantitative and qualitative findings unveils the intricate interplay between AI adoption, customer experiences, and business outcomes in the Chinese e-commerce landscape. While widespread acceptance of AI technology is evident, persistent challenges underscore the imperative for strategic investments, innovation, and collaborative efforts to unleash AI's full potential in revolutionizing online shopping experiences and propelling sustained growth in the e- commerce sector. This research contributes valuable insights for businesses, and technology providers seeking to navigate and capitalize on the evolving intersection of AI and e-commerce in China.
Quantitative analysis of survey data reveals prevalent online shopping habits among Chinese consumers, alongside a notable familiarity with AI technologies. However, challenges persist, with a substantial portion of respondents encountering difficulties in online shopping experiences. Despite the popularity of AI-driven tools such as image recognition and personalized recommendations, their usage remains sporadic, and consumer satisfaction levels hover between neutral to mildly content. Notably, while consumers acknowledge the influence of AI on purchase decisions, the correlation between personalized product recommendations and overall satisfaction is nuanced, indicating room for improvement in personalized shopping experiences.
Qualitative insights from interviews with e-commerce industry stakeholders shed light on practical AI applications, emphasizing their contributions to global expansion, sales optimization, and personalized customer interactions. AI tools enhance search functionalities, pricing strategies, and customer support, thereby augmenting efficiency, satisfaction, and sales revenues. However, challenges including system compatibility, data integration complexities, and privacy concerns warrant strategic solutions and continuous innovation.
Combining quantitative and qualitative findings unveils the intricate interplay between AI adoption, customer experiences, and business outcomes in the Chinese e-commerce landscape. While widespread acceptance of AI technology is evident, persistent challenges underscore the imperative for strategic investments, innovation, and collaborative efforts to unleash AI's full potential in revolutionizing online shopping experiences and propelling sustained growth in the e- commerce sector. This research contributes valuable insights for businesses, and technology providers seeking to navigate and capitalize on the evolving intersection of AI and e-commerce in China.