What question did this study set out to answer?

The central aim is to explore how customer trust and risk perception influence the adoption of AI-driven online stores.

March 24, 2026International Journal of Business Innovation and Research0 citationsOpen Access

Customer Trust and Risk Perception of AI-Driven Online Stores: Unravelling Customer Adoption Patterns through an Extended TAM Model

UMUpnishad MishraGalgotias University AMAshutosh MohanUniversity of Delhi

Key Points

The central aim is to explore how customer trust and risk perception influence the adoption of AI-driven online stores.
Utilized an extended Technology Acceptance Model (TAM)
Analyzed customer perceptions of AI in online shopping
Surveyed a diverse sample of online shoppers
Higher levels of customer trust correlate with increased adoption of AI-driven stores.
Risk perception negatively impacts customers’ willingness to engage with AI technologies.
Identify key factors that drive customer acceptance of AI in e-commerce.

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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Cite This Study

Mishra et al. (Wed,) studied this question.

synapsesocial.com/papers/69c2296aaeb5a845df0d3c73 https://doi.org/https://doi.org/10.1504/ijbir.2025.10077207

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