| Abstract [eng] |
This thesis examines the influence of AI-enhanced visual sensory marketing on user engagement, trust, and purchasing behavior in e-commerce platforms, with a focus on cultural differences between Asian and European markets. Grounded in the Technology Acceptance Model (TAM), the research investigates how AI-driven design features impact Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Behavioral Intentions (BI) in adopting AI-enhanced interfaces. A quantitative research approach was employed, combining structured surveys and A/B testing to evaluate user responses to two customized website designs tailored to regional preferences. Metrics analyzed include call-to-action button clarity, perceived checkout security, and product information adequacy. Data were collected through a stratified random sampling method, involving 100 participants (75% from Asia and 25% from Europe) to ensure robust cross-cultural comparisons. Key findings indicate that Asian users demonstrated a preference for vibrant, interactive designs, rating visual appeal at 6.3/7 and trustworthiness at 6.1/7. European users favored simpler, structured layouts, giving visual appeal and trust ratings of 5.7/7 and 5.5/7, respectively. Asian participants scored usability at 6.1/7 and satisfaction at 6.0/7, reflecting a preference for engaging and personalized features, while Europeans, scoring usability at 5.5/7 and satisfaction at 5.4/7, emphasized transparency and security. This study recommends businesses targeting Asian markets prioritize dynamic, interactive designs with gamified features and personalized AI solutions, while those targeting European markets should focus on structured layouts, visible security indicators, and compliance with privacy standards like GDPR. The findings highlight the necessity of culturally adaptive strategies for optimizing user experiences and driving global e-commerce success. Future research could explore longitudinal impacts of AI-enhanced designs and expand the scope to include additional sensory elements like auditory and haptic feedback. |
