Author(s): Vidhu Gaur and Purvi Pareek
The emergence of Information and Communication Technology (ICT) has profoundly altered e-business and e-retailing, requiring ongoing enhancement of business processes and the development of creative business models for differentiation and competitive advantage. In the online fashion industry, technology and AI-driven functionalities on websites are essential for improving consumer happiness (e-satisfaction) by meeting client wants and cultivating personalised relationships. This empirical study examines the influence of AI and technology-driven website functionalities on employee happiness in online fashion firms in India, employing Structural Equation Modelling (SEM) and the WEBQUAL framework. The literature study underscores the increasing significance of e-retailing, especially in the post-pandemic context, with artificial intelligence applications such as virtual fitting, chatbots, and recommendation systems improving user experience. The Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) comprise the theoretical framework, highlighting the impact of website usability, information quality, and service interaction quality on electronic satisfaction. Despite comprehensive studies on customer satisfaction in traditional retail, its determinants in e-commerce, especially within the Indian context, remain insufficiently examined. This study investigates the influence of AI-enabled technologies, including virtual try-ons, rotation and zoom functionalities, product evaluations, and personalised chatbot services, on e-satisfaction. The findings seek to offer significant insights for online fashion merchants to optimise their website design and elevate overall client satisfaction.