Vol. 14 No. 2 (2026)
June 2026

Articles

Artificial intelligence in e-commerce: The moderating roles of consumer habits and security issues on purchase intention

Published 2026-06-01

  • Angga Febrian
    • ,
  • Joel Mero

Angga Febrian
Universitas Lampung

Joel Mero
Jyväskylä University School of Business and Economics

Abstract

Objective: This study aims to analyse the influence of artificial intelligence (AI) technology use on perceived ease of use, perceived usefulness, and purchase intentions in e-commerce, considering the moderating roles of consumer habits and security issues.

Research Design & Methods: We employed quantitative methods by collecting questionnaire data from 312 respondents who utilise AI technology in the e-commerce retail sector. We used the structural equation modelling (SEM) covariance-based approach to test the research model and hypotheses in two stages: the measurement model and the structural model.

Findings: The research results indicate that AI capabilities can impact the perceived ease of use and usefulness. Of these two variables, only perceived usefulness increased consumer purchase intention. Customer habits moderate by strengthening the influence of perceived usefulness on purchase intention, while security issues have no moderating effect.

Implications & Recommendations: The study’s results indicate that customer habits can strengthen the relationship between perceived usefulness and purchase intention. Security issues do not significantly moderate the relationship between perceived ease of use and purchase intention. These results suggest that companies can build positive consumption habits through loyalty programs and personalised user experiences, thereby increasing perceived usefulness and encouraging continued purchase intentions. While security factors still need managing to maintain consumer trust.

Contribution & Value Added: This study complements existing research by explicitly addressing AI-shaping factors such as accuracy, insight, and interaction with consumer behaviour in e-commerce. Furthermore, it broadens our understanding of customer habits, which can strengthen AI’s influence on purchase intentions. The study’s originality lies in integrating technology and behaviour into a comprehensive model that explains AI’s role in shaping consumer decision-making in e-commerce.

Keywords

artificial intelligence, customer habits, e-commerce, security issues, technology acceptance model

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Author Biography

Angga Febrian

Assistant Professor at Faculty of Economic and Business, Department of Management, Universitas Lampung, Indonesia. His research interests include digital marketing, entrepreneurship, social media marketing, e-commerce, and digital business.

Joel Mero

Associate Professor of Marketing at Jyväskylä University School of Business and Economics. His research interests include B2B digital marketing management, specifically the managerial application of digital marketing and digital analytics.

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