AI-ENABLED TRUST FORMATION IN E-COMMERCE PLATFORMS: EMPIRICAL EVIDENCE FROM AN EMERGING MARKET

Jesmin Akter

Abstract


The rapid integration of artificial intelligence (AI) into e-commerce platforms has transformed how consumer trust is formed, particularly in emerging markets where institutional safeguards remain limited. This study investigates the determinants of consumer trust in AI-enabled e-commerce platforms using empirical evidence from Bangladesh. Adopting a quantitative, cross-sectional research design, data were collected from 69 online consumers through a structured questionnaire and analysed using descriptive statistics and multiple regression analysis. The findings reveal that security and privacy, website usability and design, product information transparency, brand reputation, and payment and delivery systems exert a significant positive influence on consumer trust, while customer service does not demonstrate a statistically significant effect. These results indicate a shift from interpersonal trust mechanisms toward institutionally embedded and technologically mediated trust formation, where AI-enabled platform capabilities play a central role in reducing perceived risk and uncertainty. By extending trust theory into the context of AI-enabled platforms and providing empirical insights from an emerging economy, this study contributes to the digital commerce literature and offers practical guidance for platform managers seeking to embed trust-by-design strategies to achieve sustainable growth.

 

JEL: D91, D83, L81, L86, O33


Keywords


artificial intelligence; consumer trust; e-commerce platforms; emerging markets; digital governance

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References


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DOI: http://dx.doi.org/10.46827/ejmms.v11i1.2181

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