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

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 2
March-April 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Customer Perception & Satisfaction with AI Virtual Assistants in E-Commerce Platforms

Author(s) Prof. Bhargavi S Pandurangi, Prof. Vinanti Naik, Prof. Suman Bidaralli
Country India
Abstract AI- powered virtual assistants (VAs) has been adopted rapidly and transformed customer interaction within e-commerce platforms, immediate responses, offering personalized support and enhanced service convenience. This paper investigates customer perception and satisfaction towards AI virtual assistants by
examining the important factors such as perceived usefulness, ease of use, reliability, personalization, and trust. Structured questionnaire administered to e-commerce users was distributed to 150 respondents to analyze the influence of the above factors on overall customer satisfaction and continued usage intentions. The study employed descriptive statistics, correlation analysis, and multiple regression techniques to assess the relationship between perception variables and overall customer satisfaction. The findings helped us to understand the positive customer perception of VA performance specially in terms of accuracy, responsiveness and problem-solving ability majorly increases the level of satisfaction. But issues related to privacy, miscommunication and lack of human-like understanding still limit customer trust in AI based interactions. This study provides guidelines for e-commerce companies to optimize virtual assistant
design, improve customer experience and strengthen engagement strategies. In this paper implications for practice and future research directions are also discussed.
Keywords Customer Perception, Artificial Intelligence, Virtual Assistants, Customer Satisfaction, E- Commerce, Customer Experience, Personalization, Service Quality, User Trust.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-24
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.64340
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 2Cover Page Vol 8 Isu 1Cover Page Vol 7 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals