The effect of artificial intelligence applications used in electronic commerce on customer satisfaction

This study examines the impact of artificial intelligence applications used in e-commerce on customer satisfaction. The study aims to evaluate the impact of these applications and the opportunities they provide on customers and to reveal how e-commerce companies can benefit from artificial intelligence technologies in their customer relationship management strategies. The research adopts a quantitative methodology by conducting a survey of 388 people, the majority of whom are university students, for data analysis. 151 of the surveys applied within the scope of the research were conducted online, and the rest were conducted with face-to-face data collection techniques. Within the scope of this study, how artificial intelligence technologies are used and the effects of these technologies on customer satisfaction were examined in order to respond to increasing customer expectations with the development of e-commerce. The survey used in the research consists of 39 questions adapted from validated scales and was applied in a 5-point Likert format. The data were analyzed with SPSS and AMOS programs, and statistical methods such as confirmatory factor analysis and regression were used. As a result of the research, it was determined that artificial intelligence applications in e-commerce have positive effects on customer satisfaction; It is revealed that different demographic and socioeconomic groups' perceptions of e-commerce and their attitudes towards artificial intelligence differ in various dimensions. These findings indicate that e-commerce platforms provide important clues in improving user experience and developing strategies for the target audience