Using an Extended Technology Acceptance Model to Explore Digital Marketing and Consumer Buying Behavior

With the advent of AI, businesses get deeper real-time insights into what customers want and based on these insights, businesses can create a personalised experience for every individual customer. The online marketing media adopting AI applications has influenced the customers buying behavior and is essential in understanding AI acceptance by online customers. The currents research is developed to fill this gap. The paper endeavours to specialize the influence of Artificial Intelligence in extended TAM on digital marketing and online customer experience. The paper further attempts to identify the essential effect of factors of artificial intelligence in future purchase intention of the online shoppers. Data for the research were collected through both interview and survey from 175 online shoppers; an online questionnaire is used to collect data from the millennial. The research findings posited that Indian millennial depend more on online media for their purchases. The Technology Acceptance Model enhances to analyse Artificial Intelligence (AI) and its impact on consumer behavior in online marketing. Interviews focus on the consumers who depend more on online media platforms in their day to day life for the review of the products they purchase. The study is helpful for online retailers and web designers by recommending them to know the pulse of consumers, these create a potential to encourage consumers to buy more online. A comprehensive literature review highlights a close understanding of Artificial Intelligence and therefore portrays the importance of Artificial Intelligence in online marketing. The findings indicated the variables have significantly influenced consumer behavioral intent unlike the existing studies which remained unsuccessful in clubbing all the factors into one study, this has initiated the consumer behavior with effect from artificial intelligence.