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AI and human interaction in e-commerce platforms: analysing the consequential effects through empirical investigation

Sunanjita Mahajan & Vinay Chauhan

International Journal of Electronic Marketing and Retailing2025https://doi.org/10.1504/ijemr.2026.150311article
ABDC C
Weight
0.50

What the paper says

The rising ubiquity of AI-enabled chatbots in the e-commerce sector, as a substitute for human agents, necessitates investigating how their interactions with customers influence various customer outcomes. Rather than focusing solely on chatbot interactions, which prior research has substantially addressed, this paper empirically investigates if the impact of AI-enabled interaction and human interaction varies across behavioural outcomes. For the study objective, data is collected through an online survey and is subjected to structured equation modelling. The results reported that where human interaction significantly leads to engagement and advocacy, AI-enabled interaction surprisingly could only influence customer engagement and not advocacy behaviour. Moreover, the moderation analysis found that the complexity of the task presented to the service provider, AI-chatbot/human agent, significantly impacts the AI - enabled interaction and engagement relationship, but does not deter the ability of human agents to induce engagement. These results offer useful implications for e-retailers in integrating AI- backed technologies.

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https://doi.org/https://doi.org/10.1504/ijemr.2026.150311

Or copy a formatted citation

@article{sunanjita2025,
  title        = {{AI and human interaction in e-commerce platforms: analysing the consequential effects through empirical investigation}},
  author       = {Sunanjita Mahajan & Vinay Chauhan},
  journal      = {International Journal of Electronic Marketing and Retailing},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijemr.2026.150311},
}

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AI and human interaction in e-commerce platforms: analysing the consequential effects through empirical investigation

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.