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has been cited by the following article:

• TITLE: Consumer Acceptance of AI in E-Commerce: An Empirical Analysis Based on the Technology Acceptance Model (TAM)

  AUTHORS: Talha Elahi, Junxin Shen, Muhammad Atif Sattar

  KEYWORDS: TAM, Artificial Intelligence (AI), E-Commerce, Structural Equation Modeling (SEM), AI Adoption

  JOURNAL NAME: Open Journal of Business and Management, Vol.14 No.1, January 27, 2026

  ABSTRACT: In recent decades, AI has proved crucial to electronic business. Its rapid expansion has altered online shopping habits. In this study, we use the Technology Acceptance Model (TAM) to look at AI in the context of online shopping. We want to see how AI adoption can help businesses make more money, work smarter, and reach their goals in the digital market. E-commerce shoppers were polled online. Our data analysis using Partial Least Squares (PLS) Smart. The popular TAM was chosen to assess e-commerce AI technology acceptance. The study found that Subjective Norms and PEU positively affect Perceived Usefulness (PU) and attitudes towards usage. PU improves how people feel about using something and their plans to do so. However, the findings do not indicate a significant effect of trust on perceived usefulness or usage. The urge to deploy AI technology ultimately improved its application. This study enhances our theoretical and practical understanding of the TAM model in e-commerce. It helps entrepreneurs maximize AI use with the TAM model.