Short answer

Prioritize making AI features intuitive and easy to use, and actively promote their adoption through social influence and positive user experiences to drive uptake in e-commerce.

Field
User-Centred Design
Source
Heliyon (2023)
Method
Quantitative survey research with structural equation modeling.
Evidence
Strong effect

Social influence and perceived importance from others play a crucial role in how users perceive the usefulness and ease of use of AI technologies in online shopping environments. This user-centred design research insight is drawn from a 2023 study published in Heliyon. Using Quantitative survey research with structural equation modeling., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize making AI features intuitive and easy to use, and actively promote their adoption through social influence and positive user experiences to drive uptake in e-commerce.

Study
User-Centred DesignRecentStrong effect

Subjective Norms Significantly Influence Perceived Usefulness and Ease of Use of AI in E-commerce

Social influence and perceived importance from others play a crucial role in how users perceive the usefulness and ease of use of AI technologies in online shopping environments.

Heliyon · 2023

01

Key Findings

  • 01Subjective norms positively impact both perceived usefulness and perceived ease of use of AI in e-commerce.
  • 02Trust positively influences perceived ease of use.
  • 03Perceived ease of use positively impacts perceived usefulness and attitudes toward using AI.
  • 04Perceived usefulness positively impacts attitudes toward using AI and the intention to use it.
  • 05Behavioral intention to use AI positively impacts the actual use of AI technology.
02

Application

Design takeaway

Prioritize making AI features intuitive and easy to use, and actively promote their adoption through social influence and positive user experiences to drive uptake in e-commerce.

How to apply

When designing AI-powered features for e-commerce, actively seek ways to demonstrate social acceptance and make the technology as intuitive as possible. Highlight how others are successfully using and benefiting from the AI.

Project actions

  • 01When researching user adoption of a new technology, consider how social factors (like what friends or experts say) might influence perceptions.
  • 02Explore how 'ease of use' can be a gateway to users seeing the 'usefulness' of a design.
03

Method & Evidence

AimTo investigate the factors influencing the acceptance and adoption of Artificial Intelligence (AI) in e-commerce, specifically examining the role of subjective norms, trust, perceived usefulness, perceived ease of use, and attitudes towards use.
MethodQuantitative survey research with structural equation modeling.
ProcedureAn online survey was administered to e-commerce purchasers to gather data on their perceptions of AI technologies. The data was analyzed using Partial Least Square (PLS) Smart to test the relationships between various constructs of the Technology Acceptance Model (TAM).
ContextE-commerce platforms and online shopping.

Variables

IV["Subjective Norms","Trust","Perceived Ease of Use (PEU)"]
DV["Perceived Usefulness (PU)","Attitudes toward use","Intention to use","Actual use"]
CV["E-commerce context","AI technology in e-commerce"]
04

Strengths & Limitations

Strengths

  • +Utilizes a well-established theoretical framework (TAM) for technology acceptance.
  • +Employs quantitative methods for empirical testing of relationships.

Limitations

The study's findings regarding trust might not apply to all AI applications or user groups, suggesting a need for context-specific investigation.

Reliability & validity

The use of PLS-Smart for data analysis suggests an attempt to establish reliability and validity through established statistical methods for structural equation modeling.

Think critically

If trust doesn't directly impact perceived usefulness or intention to use AI, what other factors might be more critical for building user confidence and driving adoption in e-commerce?

05

Design Principles

"User adoption of new technologies is significantly shaped by social influences and perceived ease of use, which in turn drive perceived usefulness and behavioral intention."

Understanding the impact of subjective norms allows designers and businesses to leverage social proof and expert endorsements to enhance user adoption of AI-powered e-commerce features. This insight is vital for developing strategies that build trust and encourage the integration of AI into online shopping experiences.

06

What This Means for Your Design

People are more likely to think AI in online shopping is helpful and easy to use if they believe others think so too. Making AI simple to use also makes people think it's more helpful and want to use it.

How to use in your project

  • 1.This study can inform the 'User Research' section by highlighting the importance of understanding social influences and usability in technology adoption.
  • 2.The findings can be used to justify design choices aimed at improving perceived ease of use and leveraging social proof.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the significant influence of subjective norms on user perceptions of AI in e-commerce, indicating that social influence positively impacts perceived usefulness and ease of use. This underscores the importance of considering social factors and usability in the design and adoption of new technologies.

09

Source

Heliyon

RETRACTED: An empirical evaluation of technology acceptance model for Artificial Intelligence in E-commerce

journal · 2023

View source

Questions About This Research

What does the research say about subjective norms significantly influence perceived usefulness and ease of use of ai in e-commerce?
Prioritize making AI features intuitive and easy to use, and actively promote their adoption through social influence and positive user experiences to drive uptake in e-commerce. Evidence: Heliyon (2023).
Why does "Subjective Norms Significantly Influence Perceived Usefulness and Ease of Use of AI in E-commerce" matter for design?
Understanding the impact of subjective norms allows designers and businesses to leverage social proof and expert endorsements to enhance user adoption of AI-powered e-commerce features. This insight is vital for developing strategies that build trust and encourage the integration of AI into online shopping experiences.
How can designers apply this research?
Prioritize making AI features intuitive and easy to use, and actively promote their adoption through social influence and positive user experiences to drive uptake in e-commerce.
What were the main findings?
Subjective norms positively impact both perceived usefulness and perceived ease of use of AI in e-commerce.. Trust positively influences perceived ease of use.. Perceived ease of use positively impacts perceived usefulness and attitudes toward using AI.. Perceived usefulness positively impacts attitudes toward using AI and the intention to use it.
What research method was used?
Quantitative survey research with structural equation modeling..
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Heliyon.
What should I do differently in my next project?
When designing AI-powered features for e-commerce, actively seek ways to demonstrate social acceptance and make the technology as intuitive as possible. Highlight how others are successfully using and benefiting from the AI.
What are the limitations?
The study did not find a direct positive impact of trust on perceived usefulness or attitudes towards behavioral intention to use AI, which might indicate specific contexts or types of AI where this relationship is weaker or mediated by other factors.