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This is a Exploratory Factor Analysis study.

AI-Powered E-Marketing Strategies and Their Influence on Consumer Purchase Decisions in Digital Shopping: Evidence from South India

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AI strategies improve consumer purchasing decisions by enhancing convenience and trust.
Findings show that five critical factors, including engagement and trust, shape consumer perceptions.
Exploratory Factor Analysis revealed significant factors influencing online shopping behavior among 380 respondents.
AI-driven marketing models offer insights that suggest effective strategies for e-commerce companies to build trust.

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Exploratory analysis reveals AI strategies enhance consumer engagement and trust in digital shopping.

Parimaladevi et al. (2025) studied this question.

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