| TITLE |
Impact of Machine Learning on Consumer Purchase Intent: An Insight into Business and Ethical Perspectives |
| ABSTRACT |
The emergence of e-commerce in India has been considerably supported by machine learning (ML) technologies, a subset of AI infrastructure which enables the system to learn without programming. From personalised product recommendation to customer assistance, machine learning plays a pivotal role in identifying the purchasing behaviour of customers now a day. These advanced systems of market research contributing significantly in the in identifying the taste and preferences of the customers and act accordingly even without the help of a systematically developed software or programme. This article look into the relationship between some important machine learning features and customer purchase intent of online customers based on their purchasing behaviour. This study primarily examines the influence of machine learning (ML) in designing the purchasing intent of customers. A randomly selected 60 persons across different demographics act as the respondents to develop a statistically relevant data using - Chi square test. The findings of the study suggest that the key ML features have an influence over the purchase intent of the customers. These results are crucial for the digital business platforms for upgrading and enhancing the AI enabled infrastructure for finding better market solutions and developing a potential customer base for the future. |
| AUTHOR |
Rony Thomas Mathew, Goutham Krishna LU
PG Department of Commerce, Christ Nagar College, Thiruvananthapuram, India
PG Department of Computer Science, Christ Nagar College, Thiruvananthapuram, India |
| PUBLICATION DATE |
2026-01-21 11:37:58 |
| VOLUME |
14 |
| ISSUE |
1 |
| DOI |
DOI: 10.15662/IJMSERH.2026.1401002 |
| PDF |
pdf/2026/1/2_Impact of Machine Learning on Consumer Purchase Intent An Insight into Business and Ethical Perspectives (1).pdf |
| KEYWORDS |
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| References |
Reference |
