1
Department of Administrative Science and Technology
Postgraduate Studies Program
"E-Business and Digital Marketing
, 2
Summary
With the advent of Artificial Intelligence (AI) technologies in e-commerce, the online shopping
landscape has been revolutionized with personalized recommendations, AI-powered customer
service, and data-driven customer interactions. Meanwhile, the increased adoption of these
technologies has prompted some significant consumer trust, privacy and buying issues. In this
context, the current research was designed to explore the attitudes of Greek adult consumers
regarding the adoption of AI applications in online stores and to analyze the relationships
between consumers' attitudes, their trust in online stores and their purchase intention. A cross-
sectional research design was used, and it was quantitative. The data were gathered using a
structured questionnaire, which was disseminated online to Greek adults in 2026. 205 responses
were received, with 198 respondents reporting making online purchases, and these were included
in the main analysis. The study variables were analyzed using descriptive statistics, reliability
analysis, correlation analysis and demographic comparisons. The results suggest that most
consumers are likely to see widespread adoption of AI by online retailers, especially in areas like
personalized recommendations, automated services, and customer data-driven retail experiences.
The mean score for the perceived level of use for AI was fairly high (M = 4.38, SD = 0.74).
Consumer confidence in online stores was identified as moderate (M = 3.45, SD = 0.64), and
there was a significant number of consumers who still had concerns about privacy. The results
further suggest positive associations between perceived AI utilization, consumer trust, and
purchase intention. Additionally, the differences between age groups were seen: younger
consumers showed greater levels of trust than older consumers. The results indicated a general
awareness and acceptance of AI technologies in online retail settings by consumers.
Furthermore, the findings reveal that trust is still a key factor in online shopping exchanges, and
fears about personal information and privacy are still very much pertinent. Online retailers find it
advantageous not only to use AI technologies but also to provide transparent and trustworthy
practices which foster consumer confidence in digital commerce.
Keywords
Artificial Intelligence; E-commerce; Consumer Trust; Purchase Intention; Consumer Attitudes;
Online Shopping; Greece.
, 3
Table of Contents
Summary.....................................................................................................................................................2
PROLOGUE...................................................................................................................................................6
CHAPTER 1: INTRODUCTION........................................................................................................................7
1.1Problem and importance of the issue.................................................................................................7
1.2 Research Gap.....................................................................................................................................7
1.3 Importance and Originality of the Research......................................................................................7
1.4 Purpose and objectives......................................................................................................................8
1.5 Research Questions...........................................................................................................................8
1.6 Contribution.......................................................................................................................................9
1.7 Articulation of work...........................................................................................................................9
CHAPTER 2: BIBLIOGRAPHICAL REVIEW.....................................................................................................10
2.1 The concepts of e-commerce and Artificial Intelligence..................................................................10
2.1.1 E-commerce..............................................................................................................................10
2.1.2 Artificial Intelligence.................................................................................................................10
2.2 The role of artificial intelligence in digital marketing.......................................................................12
2.2.1Electronic trade and artificial intelligence..................................................................................13
2.3. E-commerce and consumer behavior.............................................................................................16
2.4 Benefits and concerns of applying artificial intelligence to e-commerce.........................................16
2.4.1 The main benefits of artificial intelligence in e-commerce.......................................................17
2.4.2 The key issues related to artificial intelligence in e-commerce.................................................18
, 4
2.5 Consumer trust in online stores.......................................................................................................19
2.6 Purchase intention in e-commerce..................................................................................................20
2.7 The paradox of personalization and privacy....................................................................................21
2.8 Summary of the literature review....................................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY....................................................................................................23
3.1 Introduction.....................................................................................................................................23
3.2 Research Design...............................................................................................................................23
3.3 Research Instrument: Questionnaire...............................................................................................24
3.4 Population and Sample....................................................................................................................25
3.5 Data Collection Procedure...............................................................................................................26
3.6 Statistical Analysis Methods.............................................................................................................27
Alignment Between Research Questions and Statistical Analyses.....................................................29
CHAPTER 4: RESEARCH FINDINGS..............................................................................................................29
4.1 Description of the Sample................................................................................................................29
4.2 Purchase Frequency.........................................................................................................................31
4.3 Perceived Use of Artificial Intelligence by Online Stores..................................................................32
4.4 Consumer Trust in Online Stores.....................................................................................................33
4.5 Purchase Intention...........................................................................................................................35
4.6 Correlation Analysis.........................................................................................................................37
4.7 Demographic Comparisons..............................................................................................................38
4.8 Chapter Summary............................................................................................................................40
Department of Administrative Science and Technology
Postgraduate Studies Program
"E-Business and Digital Marketing
, 2
Summary
With the advent of Artificial Intelligence (AI) technologies in e-commerce, the online shopping
landscape has been revolutionized with personalized recommendations, AI-powered customer
service, and data-driven customer interactions. Meanwhile, the increased adoption of these
technologies has prompted some significant consumer trust, privacy and buying issues. In this
context, the current research was designed to explore the attitudes of Greek adult consumers
regarding the adoption of AI applications in online stores and to analyze the relationships
between consumers' attitudes, their trust in online stores and their purchase intention. A cross-
sectional research design was used, and it was quantitative. The data were gathered using a
structured questionnaire, which was disseminated online to Greek adults in 2026. 205 responses
were received, with 198 respondents reporting making online purchases, and these were included
in the main analysis. The study variables were analyzed using descriptive statistics, reliability
analysis, correlation analysis and demographic comparisons. The results suggest that most
consumers are likely to see widespread adoption of AI by online retailers, especially in areas like
personalized recommendations, automated services, and customer data-driven retail experiences.
The mean score for the perceived level of use for AI was fairly high (M = 4.38, SD = 0.74).
Consumer confidence in online stores was identified as moderate (M = 3.45, SD = 0.64), and
there was a significant number of consumers who still had concerns about privacy. The results
further suggest positive associations between perceived AI utilization, consumer trust, and
purchase intention. Additionally, the differences between age groups were seen: younger
consumers showed greater levels of trust than older consumers. The results indicated a general
awareness and acceptance of AI technologies in online retail settings by consumers.
Furthermore, the findings reveal that trust is still a key factor in online shopping exchanges, and
fears about personal information and privacy are still very much pertinent. Online retailers find it
advantageous not only to use AI technologies but also to provide transparent and trustworthy
practices which foster consumer confidence in digital commerce.
Keywords
Artificial Intelligence; E-commerce; Consumer Trust; Purchase Intention; Consumer Attitudes;
Online Shopping; Greece.
, 3
Table of Contents
Summary.....................................................................................................................................................2
PROLOGUE...................................................................................................................................................6
CHAPTER 1: INTRODUCTION........................................................................................................................7
1.1Problem and importance of the issue.................................................................................................7
1.2 Research Gap.....................................................................................................................................7
1.3 Importance and Originality of the Research......................................................................................7
1.4 Purpose and objectives......................................................................................................................8
1.5 Research Questions...........................................................................................................................8
1.6 Contribution.......................................................................................................................................9
1.7 Articulation of work...........................................................................................................................9
CHAPTER 2: BIBLIOGRAPHICAL REVIEW.....................................................................................................10
2.1 The concepts of e-commerce and Artificial Intelligence..................................................................10
2.1.1 E-commerce..............................................................................................................................10
2.1.2 Artificial Intelligence.................................................................................................................10
2.2 The role of artificial intelligence in digital marketing.......................................................................12
2.2.1Electronic trade and artificial intelligence..................................................................................13
2.3. E-commerce and consumer behavior.............................................................................................16
2.4 Benefits and concerns of applying artificial intelligence to e-commerce.........................................16
2.4.1 The main benefits of artificial intelligence in e-commerce.......................................................17
2.4.2 The key issues related to artificial intelligence in e-commerce.................................................18
, 4
2.5 Consumer trust in online stores.......................................................................................................19
2.6 Purchase intention in e-commerce..................................................................................................20
2.7 The paradox of personalization and privacy....................................................................................21
2.8 Summary of the literature review....................................................................................................22
CHAPTER 3: RESEARCH METHODOLOGY....................................................................................................23
3.1 Introduction.....................................................................................................................................23
3.2 Research Design...............................................................................................................................23
3.3 Research Instrument: Questionnaire...............................................................................................24
3.4 Population and Sample....................................................................................................................25
3.5 Data Collection Procedure...............................................................................................................26
3.6 Statistical Analysis Methods.............................................................................................................27
Alignment Between Research Questions and Statistical Analyses.....................................................29
CHAPTER 4: RESEARCH FINDINGS..............................................................................................................29
4.1 Description of the Sample................................................................................................................29
4.2 Purchase Frequency.........................................................................................................................31
4.3 Perceived Use of Artificial Intelligence by Online Stores..................................................................32
4.4 Consumer Trust in Online Stores.....................................................................................................33
4.5 Purchase Intention...........................................................................................................................35
4.6 Correlation Analysis.........................................................................................................................37
4.7 Demographic Comparisons..............................................................................................................38
4.8 Chapter Summary............................................................................................................................40
