Abstract: The advent of artificial intelligence (AI) in the realm of social commerce has precipitated a paradigm shift in consumer behavior, particularly within the context of emerging economies such as Vietnam, where digital transformation is accelerating at an unprecedented pace (Nguyen et al., 2022; Tran & Le, 2023). This study delves into the multifaceted influence of AI-powered search and recommendation mechanisms on consumer attitudes, decision-making processes, and trust dynamics within the rapidly evolving digital commerce ecosystem (Huang & Rust, 2021; Li et al., 2023). Employing a robust mixed-methods research design, the investigation integrates a quantitative survey (n = 300) with qualitative in-depth interviews (n = 30) to rigorously examine six pivotal dimensions: AI-mediated information quality, entertainment-driven shopping experiences, the personalization paradox, algorithmic reliability, social influence, and interactivity (Zhang et al., 2022; Wang & Kim, 2023). Advanced analytical techniques, including Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM), were employed to dissect the intricate relationships between AI-driven engagement and key consumer behavior outcomes, such as decision autonomy, trust, and purchase intentions (Hair et al., 2021; Kline, 2023). The empirical findings underscore the profound impact of AI-driven social commerce on consumer psychology, offering novel theoretical insights into the interplay between algorithmic decision-making and consumer trust in emerging markets (Gefen et al., 2023; Kumar et al., 2022). Furthermore, the study provides actionable strategic recommendations for e-commerce platforms aiming to refine AI-based recommendation systems and enhance personalization frameworks, thereby fostering greater consumer engagement and loyalty in culturally nuanced environments (Venkatesh et al., 2022; Dwivedi et al., 2023).
Keywords: Social commerce, artificial intelligence, consumer trust, algorithmic decision-making, digital transformation, Vietnam, purchase intention, consumer psychology, emerging markets, personalization paradox, algorithmic reliability.
Title: The Impact of Social Commerce Driven by Trends and Technologies on Online Shopping Attitudes and Behaviors toward AI Search for Brands and Product Comparisons in the Age of Digitalization in Vietnam
Author: Nguyen Thanh Tri
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 2, April 2025 - June 2025
Page No: 40-49
Research Publish Journals
Website: www.researchpublish.com
Published Date: 07-April-2025
