Consumers' Motivations for Using E-Retail Applications Supported by AI Technologies and Their Impact on Their Purchasing Intentions: A Survey Study on a Sample of Consumers in the UAE

The proliferation of artificial intelligence (AI) technologies has revolutionized business. Simultaneously, marketers have benefited tremendously from this technology, which has enhanced digital marketing capacities. This is achieved by AI analyzing individual consumer data and purchasing behavior to target specific products that suit personal preferences, which improves online shopping experiences, increases opportunities to communicate and interact, as well as increases customer satisfaction and loyalty. Concurrently, these profound technological changes have also altered the shopping and purchasing habits of consumers. Therefore, the study explores consumer motives as it pertains to using online retail store applications supported by AI technologies and the impact on purchasing intentions. The study developed a model to monitor the relationship between a user and technology. The model specifically examined ease of use, perceived usefulness, and perceived enjoyment while using selected applications and the potential influence on purchase intention. The research was conducted in the United Arab Emirates and had a sample of three hundred and fifty Arab users. The research reveals correlation relating to ease of use, usefulness, and perceived enjoyment of using the technology as a positive influence onconsumer attitudes and purchasing intentions. Moreover, no statistically significant differences were found among demographic variables (e.g., gender, marital status, age, and educational level). Meanwhile, statistically significant differences were identified between among individual variables (e.g., nationality, income, and occupation).