The Romanian Consumer’s Perspective on the Integration of Artificial Intelligence in E-Commerce

Ingrid-Maria IONESCU  (ingrid-maria.ionescu@s.unibuc.ro)

This study examines Romanian consumers’ perceptions of AI chatbots in e-commerce, focusing on factors influencing acceptance and user behavior impact. Using the Technology Acceptance Model, it analyzes determinants such as perceived usefulness, ease of use, trust, and risk perception, while considering demographic variables like age, gender, and urban/rural background. Statistical methods, including Confirmatory Factor Analysis and Structural Equation Modeling, highlight perceived usefulness and ease of use as primary drivers of chatbot acceptance, with age playing a significant role—showing younger generations (Generation Z and Y) as more open to AI compared to older ones (Generation X and Baby Boomers), who demonstrate hesitation. Gender and environment do not significantly impact familiarity or usage. By extending Technology Acceptance Model to include demographic factors, the study provides a deeper understanding of AI acceptance in Romania’s e-commerce sector and contributes to limited Eastern European research on AI adoption. Findings suggest that e-commerce platforms should emphasize chatbots’ practical benefits and ease of use to engage consumers, with tailored strategies for generational preferences further enhancing acceptance and consumer interaction.

Keywords: artificial intelligence, chatbots, e-commerce, consumer perception, technology, user behavior, demographic differences.

JEL Classification: C10, C12, C38, C51, C83, C87, D03, D11, D12, D91, L81, M31, O33.