Business & Management Studies

Abstract

AI plays a significant role in social commerce. To foster the acceptance of AI technologies for social commerce, it is important to understand people's use of IPAs. This paper proposes a research model on the perceived traits of IPAs in relation to social commerce intention and acceptance by incorporating personality traits. The paper suggests that perceived competence, perceived intelligence, perceived playfulness, and perceived trustworthiness are the major constructs used to measure perceived IPA traits. Furthermore, the paper concludes that personality traits such as openness, conscientiousness, extraversion, agreeableness, and neuroticism moderate the relationship between perceived IPA traits and social commerce intention. Research hypotheses, research methodology, and research instruments are also presented in this ongoing research paper.