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VOL. 13, ISSUE 1 (2026)
Customers’ attitude towards ai enabled virtual assistants used in E-Commerce portals
Authors
Rajagopalan S, Dr. R Shiddharthy
Abstract
From intelligent chatbots
and voice assistants to personalized product recommendations and fraud
detection, AI enables e-commerce platforms to deliver seamless and efficient
shopping experiences. The present study aimed to explore the customers’
attitude towards AI enabled virtual assistants used in e-commerce portals. A
sample consisting of 110 respondents was drawn from the population in
Coimbatore district of Tamil Nadu, India for the study. The convenient sampling
was devised. The research reveals a robust demographic and functional
profile of Virtual Assistant (VA) users, primarily characterized by a young,
educated, and rural-based male majority whose engagement is driven by a strong
positive correlation between technological familiarity and overall satisfaction.
With 85.5% of respondents being graduates and 50% aged below 20, the study
identifies a "tech-optimistic" user base that highly values VA
Appearance (Mean: 4.16) and Information Quality (Mean: 4.03), leading to a
dominant 5-star experience rating (33.6%). Future research should expand beyond
the current student-centric demographic to include a more diverse range of age
groups and professional backgrounds to determine if these positive attitudes
remain consistent across different life stages. There is also a significant
opportunity to conduct longitudinal studies to track how the evolution of
Generative AI and natural language processing (NLP) reduces the current
"vagueness".
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Pages:587-591
How to cite this article:
Rajagopalan S, Dr. R Shiddharthy "Customers’ attitude towards ai enabled virtual assistants used in E-Commerce portals". International Journal of Multidisciplinary Research and Development, Vol 13, Issue 1, 2026, Pages 587-591
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