Merevolusi E-commerce dengan AI: Studi Penerimaan AI Ecommerce dengan TAM

E-commerce has become an integral part of the current digital era. In recent years, Artificial Intelligence (AI) has emerged as an increasingly important and relevant topic in the context of e-commerce, playing a central role in modern business. AI has the capability to enhance customer experiences and operational efficiency in businesses. Utilizing the Technology Acceptance Model (TAM) as a theoretical framework, this research analyzes the technology acceptance model of artificial intelligence in the context of e-commerce among students at Universitas Negeri Makassar. This study employs a quantitative method with a longitudinal design, collecting data through questionnaires from 63 participants as respondents. Data analysis involves descriptive analysis, including measures such as averages, medians, modes, totals, maximum values, and minimum values. The key findings of this research indicate that a positive perception of the usefulness of artificial intelligence in e-commerce can serve as a primary indicator of technology acceptance. Therefore, this study not only provides a new perspective on promoting AI acceptance, encompassing aspects such as perceived usefulness, ease of use, attitude toward use, and behavioral intention but also lays the groundwork for the development of smarter and more efficient business strategies in an increasingly interconnected e-commerce era.