The Human Side of AI in E-shopping: Individual Differences among College Student Consumers in the Nilgiris

Author(s)	Mr Azariya C, Dr. Baby. S
Country	India
Abstract	Artificial intelligence (AI) has become a crucial part of e-commerce platforms through chat bots, automated decision support systems, and personalized recommendations,. Although AI improves efficiency and convenience, its human-centric implications need to be carefully considered, especially for younger consumers. By examining individual variations among college student customers, the current study investigates the human aspect of AI in e-commerce. A structured questionnaire was used to gather primary data from 125 college students. The data was interpreted using percentage analysis. The results show that although most students agree that AI can improve product discovery and shopping efficiency, privacy, over-personalization, and diminished freedom of choice are still major concerns. The study comes to the conclusion that improving user trust and satisfaction in AI-driven e-commerce platforms requires striking a balance between technological advancement and human control.
Field	Mathematics > Economy / Commerce
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-02-10

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