Electronic Commerce Systems Development: Exploring the Best Practice for Artificial Intelligence Applications

Abstract

With the global shift to buying products or services online, providing consumers with the best customer experience through online portals is one of the main priorities of businesses operating via electronic commerce. Artificial intelligence can be used to enhance this service. Some challenges associated with artificial intelligence development include data privacy issues, the loss of business data and secrets, cyber-attacks, and data breaches. This survey-based research involving 264 participants provides some suggestions to overcome these challenges, such as proper governance and properly managed contracting. Results using structural equation modelling show that artificial intelligence technology’s characteristics and organizational capabilities enhance the adoption of new artificial intelligence systems or software within electronic commerce businesses. This study’s contribution is that it explores the best practice regarding the development of artificial intelligence systems or software electronic commerce businesses and examines factors that may affect the adoption of artificial intelligence within that market.