Factors influencing customers' intentions to use artificial intelligence (AI) for purchasing makeup products on e-commerce platforms in Ho Chi Minh City
Published: July 26, 2026
Abstract
This study investigates the factors influencing customers’ intentions to use artificial intelligence (AI) for purchasing makeup products on e-commerce platforms in Ho Chi Minh City. Data were collected from 389 survey respondents and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with AMOS 24. The results reveal that Perceived Ease of Use (PE), Perceived Usefulness (PU), Responsiveness (RE), and Trendiness (TR), mediated by Attitude Toward AI (AT) and Satisfaction (SA), significantly affect the intention to adopt AI in online makeup shopping. These findings provide valuable insights for e-commerce businesses aiming to enhance AI integration and customer engagement.
Keywords
artificial intelligenceintention to usemakeup productse-commerce platforms
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