Adoption of AI-powered E-commerce applications: insights from the Technology Acceptance Model

Carvache-Franco M.; Martin-Moreno O.; Carvache-Franco O.; Moran-Cedeño V.; Carvache-Franco W. · Cogent Social Sciences (2026) · DOI: 10.1080/23311886.2026.2692162

Resumen

Artificial intelligence increasingly shapes digital commerce by embedding intelligent functionalities within online platforms. This study investigates consumer adoption of AI-powered e-commerce applications in Ecuador through an extended Technology Acceptance Model framework and structural equation modeling. The findings indicate that social influence and trust primarily operate through perceived ease of use, which subsequently enhances perceived usefulness and fosters positive attitudes toward AI-enabled systems. Behavioral intention emerges as the direct driver of actual usage. Notably, subjective norms do not significantly influence perceived usefulness, suggesting that social endorsement reduces perceived interaction complexity without directly shaping utility beliefs. The results extend technology adoption research by clarifying how trust and social perception mechanisms interact within AI-mediated environments and provide managerial guidance for strengthening usability, reliability, and consumer engagement in digital commerce platforms.

Instituciones: Universidad ESAN