What is Brand Anthropomorphism

The integration of artificial intelligence into electronic commerce has revolutionized consumer behavior due to its capability in supporting cutting-edge features for conducting business online. It pertains to contextual commerce that facilitates customers to connect and buy goods wherever they are. This study aimed to examine the influence of artificial intelligence applications on the operations of contextual commerce. The conceptual framework was based on the UTAUT theory. The sample was the users of contextual commerce who were familiar with its usage. An online questionnaire was used to collect the data, and variance-based structured equation modeling was applied for data analysis. The four technological acceptance constructs derived from UTAUT were tested and confirmed as antecedents for contextual commerce. Furthermore, the inclusion of brand anthropomorphism as the antecedent was also supported. The empirical findings of the study explain the consumer attitude toward the significant use of artificial intelligence in contextual commerce.