The use of AI features in e-commerce with sustainability
Description
Data gathering was conducted by distributing an online questionnaire through Google Forms to collect information from participants regarding their online shopping experiences and perceptions. The questionnaire began with general questions related to the participants’ demographic profiles, including their name, age, gender, occupation, frequency of online shopping, and several questions concerning their experiences and behavior when purchasing products through e-commerce platforms. This introductory section was intended to provide an overview of the participants’ characteristics and to ensure that the respondents met the criteria relevant to the objectives of the study. The questionnaire also included questions about participants’ familiarity with and experiences using AI-based features in online shopping, particularly Chatbots, Recommendation Systems, Visual Search, and Review Analysis. Furthermore, the research instrument was developed based on indicators identified through an extensive literature review. Each variable was represented by several measurement items designed to capture a specific aspect of the construct being examined. The questionnaire covered indicators related to the use and perception of Chatbots, Recommendation Systems, Visual Search, and Review Analysis, as well as Responsible Consumption Behavior in accordance with Sustainable Development Goal 12 (SDG 12). The use of literature-based indicators was intended to ensure that the measurement items were relevant to the theoretical framework and could appropriately represent each research variable. Overall, the questionnaire was structured to obtain comprehensive data on how AI-based features in e-commerce may influence consumers’ online shopping experiences and their awareness and behavior toward more responsible consumption.