Document Type : Original Article
Authors
1 Department of Business Administrartion, Shahid Besheshti University
2 PhD Candidate in Business Management,, Faculty Management and Accounting,, , Shahid Beheshti University,, Tehran, Iran
Abstract
AI has become indispensable in shaping how online consumers make decisions, significantly impacting how they browse, assess, and ultimately select products and services in the digital sphere. By leveraging extensive datasets and sophisticated algorithms, AI enables customized recommendations tailored to each consumer's preferences, browsing history, and demographic data. This capability not only alleviates decision fatigue during the purchasing process but also increases the likelihood of satisfying purchases. This study aimed to investigate how AI chatbots influence online customer purchasing decisions. It utilized a state-of-the-art review method to analyze recent sources, identifying 637 relevant articles from 2016 to 2024. Following screening based on criteria like duplication, language (English), keywords, title, and content review, by doing so, 30 relevant articles were selected and analyzed in detail. Finally, after reviewing the articles and answering the research questions, the impact of chatbots at each stage of the customer's online purchasing decision-making process was determined.
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