Author(s): Rajesh Verma,Vandana Sonker, Rajeev Kumar Singh and Rooplal Sharma
Artificial intelligence seems to override the human decision making. The AI, IOT, ML and algo driven customization and auto suggestions across the e-commerce platforms seem to guide online shopper with regard to product and brand choice. The susceptibility of customer’s decision making to algo guidance is more extensive in view of reach of the android and apple based smartphones. The studies on subject matter regard this both as a threat and as an opportunity. The established TAM, technology readiness, TPM and other theoretical frameworks reflect on the aspects that shape the behavioral attributes in human decision making. The research hence seeks to classify and establish the relationships across the factors that seem to determine the customer’s mindsets, locus of control and decide susceptibility to technology driven marketization. The study intends to leverage the likert scales and seeks to refine the data with extractive factor analysis to reach conclusions.