The role of artificial intelligence personalisation in e-commerce: Customer purchase decisions in the retail sector

Background: Online shopping in South Africa grew significantly during the pandemic, highlighting its potential across income groups. Leveraging artificial intelligence (AI) is crucial for e-commerce businesses to enhance customer experiences and stay competitive in the digital age. Objectives: This...

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Autores principales:	Kebashnee Moodley, Lavina Sookhdeo
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	AOSIS 2025-04-01
Colección:	South African Journal of Information Management
Materias:	artificial intelligence personalisation e-commerce loyalty purchase intention repeat purchase intention.
Acceso en línea:	https://sajim.co.za/index.php/sajim/article/view/1926
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