AI-DRIVEN E-COMMERCE APPLICATIONS AND IMPULSE BUYING BEHAVIOUR AMONG CONSUMERS IN CHENNAI CITY

The rapid integration of Artificial Intelligence (AI) into e-commerce applications has transformed the online
shopping experience through personalised recommendations, targeted offers, intelligent advertisements,
chatbot assistance and predictive product suggestions. These AI-driven features can influence consumers'
purchasing decisions and may encourage spontaneous and unplanned purchases. The present study
examines the influence of AI-driven e-commerce applications on impulse buying behaviour among
consumers in Chennai City. A descriptive research design was adopted, and primary data were collected
from 110 consumers using a structured questionnaire. The collected data were analysed using frequency
and percentage analysis, descriptive statistics, reliability analysis, correlation analysis and multiple
regression analysis. The findings indicate a positive relationship between AI-driven e-commerce
applications and impulse buying behaviour. Among the AI-enabled features considered, AI-based product
recommendations emerged as the strongest influencing factor, followed by personalised offers and
promotions, predictive product suggestions and personalised advertisements. The study highlights the
growing role of AI-driven personalisation in shaping consumer behaviour and provides useful insights for
e-commerce businesses seeking to enhance digital consumer engagement. The study also emphasises the
importance of adopting AI in a transparent and responsible manner while maintaining consumer trust and
autonomy.