Analysis of the Effect of Artificial Intelligence Utilization on Purchase Intention with Perceived Ease of Use as a Mediator: A Study on Shopee Users in Java Island

Pramudya Ibnu Subrata; Naufal  Athiya Primananda

doi:10.98765/apjbet.v6i01.319

Pramudya Ibnu Subrata Slamet Riyadi University, Surakarta
Naufal Athiya Primananda Slamet Riyadi University, Surakarta

DOI: https://doi.org/10.98765/apjbet.v6i01.319

Keywords: Artificial Intelligence, Perceived Ease of Use, Purchase Intention, Technology Acceptance Model, E-commerce

Abstract

Increasingly sophisticated digital infrastructure on the Island of Java has sparked notable advancements in e-commerce, including AI-enhanced Shopee. This study intends to examine the effects of AI on consumers’ intentions to purchase, specifically analyzing the perceived ease of use (PEOU) as a mediating factor.A quantitative approach was conducted through a cross-sectional study in which 100–150 active Shopee users on Java Island completed a Likert scale questionnaire. The data was examined using Structural Equation Modeling Partial Least Squares (SEM-PLS) in SmartPLS. Preliminary theories posit that the use of AI will have a positive effect on purchase intentions directly and indirectly through PEOU. This study seeks to enhance the theoretical contributions of the Technology Acceptance Model (TAM) in the use of AI and PEOU within the context of e-commerce in Indonesia while providing practical insights for Shopee and similar companies on maximizing AI, optimizing ease of use, and enhancing purchase intent. The focus on AI in e-commerce integration within the mediated SEM-PLS model makes this study a worthwhile and novel contribution as this specifically on the Indonesian market has not been adequately addressed in the literature.