The Impact of Ai-based Personalization on Customer Purchase Behaviour in Online Shopping – with Special Reference to Chennai City

Author(s)	S. Syed Fazil, Dr. A. Mohamed Yunus
Country	India
Abstract	The increasing integration of Artificial Intelligence (AI) in e-commerce platforms has transformed the way consumers interact with online shopping environments. AI-based personalization enables retailers to offer customized product recommendations, targeted promotions, and personalized interfaces based on individual customer preferences and behavioural data. This study examines the impact of AI-based personalization on customer purchase behaviour in online shopping, with special reference to Chennai City. Primary data were collected from 100 online shoppers using a structured questionnaire. Descriptive statistics, Pearson correlation, simple linear regression, and one-way ANOVA were employed for data analysis using SPSS Version 26. The results reveal a significant positive relationship between AI-based personalization and purchase frequency, average order value, and customer satisfaction. The findings suggest that personalized online experiences enhance customer engagement, encourage repeat purchases, and increase spending. The study provides useful insights for e-commerce firms seeking to leverage AI technologies for improved customer relationship management and competitive advantage.
Keywords	Artificial Intelligence, Personalization, Online Shopping, Purchase Behaviour, Customer Satisfaction
Published In	Volume 7, Issue 1, January-February 2026
Published On	2026-02-15

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