International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Assessing the Impact of AI-enabled Technologies on Online Shopping Experience among millennials in Chennai

Author(s) JAYAKUMAR P., Dr. KAMARUNIZA A.
Country India
Abstract The growing use of digital tools has transformed online shopping by offering consumers more convenience and personalization. Features such as product suggestions, virtual assistants, and automated support services aim to simplify the purchasing process and improve user satisfaction. At the same time, concerns remain about whether these tools are accurate, easy to use, or effective in addressing customer needs, while issues of security and privacy continue to shape levels of trust. In this context, the study examines how technology driven features influence the shopping experience of millennials in Chennai. The research surveyed 180 millennials through convenience and purposive sampling, and the responses were analysed using mean analysis, correlation, and multiple regression. The results show that ease of use and personalized recommendations play a major role in enhancing the online shopping experience, while customer support contributes to a lesser degree. Security and privacy concerns were found to have only a limited effect. These insights suggest that businesses should focus on developing simple, user-friendly, and personalized shopping features, while still giving attention to data protection, to create more satisfying and trustworthy experiences for millennial consumers.
Keywords AI-enabled Technologies, Online Shopping Experience, Millennials, Perceived Easiness, Security and Privacy.
Field Business Administration
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-31
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.59275
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E-ISSN 2582-2160
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