Examining the Influence of Artificial Intelligence on Consumer Purchase Decision-Making in E-Commerce: Evidence from Sangrur, Punjab, India

Registration ID: IJNRD_327400

Published ID: IJNRD2607382

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Dr. Jaspreet Singh, Dr. Neena Brar

Artificial Intelligence; Consumer Decision-Making; E-Commerce; Personalisation; Digital Commerce; Semi-Urban India; Punjab; AI Awareness; Purchase Behaviour; Algorithmic Influence

Purpose This study investigates the nature and magnitude of influence that Artificial Intelligence (AI)-powered features exert on the online purchase decision-making behaviour of consumers in Sangrur, a semi-urban town in Punjab, India — a context markedly underrepresented in the existing digital commerce literature. Design / Methodology / Approach A primary, cross-sectional survey design was employed. Structured questionnaires incorporating five-point Likert scales were administered to 150 active e-commerce users in Sangrur. The AI Awareness Scale (10 items, α = 0.83) and Purchase Decision Scale (12 items, α = 0.87) were subjected to descriptive statistics, Pearson correlation analysis, simple linear regression, and an independent samples t-test using SPSS 26. Findings AI awareness and purchase decision-making behaviour are strongly and positively correlated (r = 0.712, p < 0.001). AI awareness accounts for 50.7% of the variance in purchase decisions (R² = 0.507, β = 0.703, p < 0.001). Dynamic pricing is the least understood AI feature (M = 3.29), while AI's overall influence on final purchase decisions scored highest (M = 3.87). Gender exerts no significant moderating effect (t = 1.42, p = 0.158). Research Limitations The cross-sectional, single-location design limits temporal and geographical generalisability. Self-reported data introduces social desirability bias. The single-predictor regression model does not account for mediating or moderating variables such as platform trust, income elasticity, or peer influence. Practical Implications E-commerce firms should prioritise transparent AI personalisation strategies and invest in consumer digital literacy programmes in semi-urban Indian markets. Policymakers should consider algorithmic transparency mandates to protect consumers who engage with AI-driven pricing systems without full comprehension. Originality / Value This study provides the first empirically grounded, primary-data-based examination of AI's influence on consumer decision-making in a semi-urban Punjabi town. It contributes original field evidence from an understudied demographic and geographic context, advancing the emerging literature on AI adoption in Tier-2 and Tier-3 Indian digital markets.

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Dr. Jaspreet Singh & Dr. Neena Brar (July-2026). Examining the Influence of Artificial Intelligence on Consumer Purchase Decision-Making in E-Commerce: Evidence from Sangrur, Punjab, India. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(7), d811-d823. https://ijnrd.org/papers/IJNRD2607382.pdf

Volume 11 Issue 7, July-2026

Pages : d811-d823

Paper Reg. ID: IJNRD_327400

Published Paper Id: IJNRD2607382

Research Area: Other area not in list

Author Type: Indian Author

Country: Sangrur, Punjab, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2607382.pdf

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