Abstract
This research investigates the psychological implications of Artificial Intelligence (AI) exposure in online shopping, emphasizing consumer trust, decision-making, emotional responses, and privacy concerns. The study bridges psychological theories and marketing practices, contributing to AI-driven consumer engagement. Using a mixed-methods approach, the study collected quantitative data from 461 online shoppers in Saudi Arabia and qualitative insights from 24 stakeholders. Partial least squares structural equation modeling (PLS-SEM) and NVivo-based thematic analysis were employed for comprehensive evaluation. The results highlight significant roles of trust in automated technology and decision-making as mediators, while psychological factors and privacy assurances act as moderators. Qualitative findings reveal nuanced consumer perspectives on AI’s role in personalization, trust, and security. This research enhances understanding of the psychological underpinnings of AI-driven marketing strategies, offering actionable insights for marketers to foster trust, optimize personalization, and address privacy concerns effectively.
Ahmed, R. R.; Anwar, R. S.; Štreimikienė, D.; Štreimikis, J. 2026. The role of artificial intelligence in shaping entrepreneurial consumer behavior. International entrepreneurship and management journal : Springer. ISSN 1555-1938. eISSN 1554-7191. 22, 3, p. 1–32. DOI: 10.1007/s11365-025-01116-2. [Scopus; Social Sciences Citation Index (Web of Science)].