Document Type : Research Paper
Authors
Ferdowsi University of Mashhad, Iran
Abstract
This paper focused on determining and ranking critical variables that influence the role of artificial intelligence (AI) in predicting consumer behavior in e-businesses. The statistical population consisted of 11 AI specialists in e-business, who were chosen on the basis of academic qualification, relevant experience, and knowledge of AI technologies. They were supposed to be familiar with technical infrastructure, employee skills and attitudes, data accessibility, organizational culture, ethics and trust, cost and resources, implementation issues, and organizational agility. The relationship among the factors was analyzed using Interpretive Structural Modeling (ISM) and the Matrix of Cross-Impact Multiplications Applied to a Classification (MICMAC) analysis. The results of the ISM suggested that technical infrastructure and resources are the most influential ones. The MICMAC analysis divided factors into independent, dependent, linkage, and autonomous categories. The findings are believed to guide e-businesses to make the best use of AI acceptance and optimize customer behavior forecasting.
Keywords
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