FACTORS INFLUENCING ONLINE BUYING INTENTION IN SOCIAL COMMERCE: A CRITICAL ANALYSIS HIGHLIGHTING THE ROLE OF ARTIFICIAL INTELLIGENCE

Abstract

The original purpose of social media has evolved to include retail. On a platform called social commerce, users can now engage in both social interaction and the purchase and sale of goods and services. Due to the arrival of Web 2.0 technology and the rising popularity of artificial intelligence, many consumers are choosing this platform to interact as well as do online shopping. The study uses a structured analysis to determine the factors influencing customers' buying intentions in social commerce. Moreover, there has been recent advances in technologies such as Artificial Intelligence which have paved a new way for the organizations to innovate and improve their businesses. Despite this, there is a severe lack of data on how AI influences the realm of social commerce. Thus, the paper also digs into the tangent of Artificial Intelligence in Social Commerce and how it can be used to accelerate the customers’ buying intention. Finally, a framework has been proposed that will help future researchers better understand these concepts.