Analysis of E-commerce Website Utilisation using Big Data and Artificial Intelligence: The Context of Indonesia's Silver Generation.

Abstrak

The use of websites to enhance local product marketing in rural regions has significantly increased, coinciding with the advent of big data and artificial intelligence (AI) technology. This study seeks to evaluate the efficacy of websites as promotional and distribution mechanisms for local items on e-commerce platforms, emphasizing the perspectives of the Silver Generation (elderly population) in rural Indonesia. A quantitative approach was utilized employing Structural Equation Modelling (SEM) via SmartPLS 4. The study examined factors like website quality, user trust, usability, integration of AI and big data, and customer purchase intention. Data were gathered through surveys administered to 420 older e-commerce consumers in rural regions of West and Central Java. The findings demonstrate that website quality and AI integration substantially affect consumers' purchasing intentions, with user trust and ease of use serving as enhancing variables. The study advocates for the enhancement of content quality, the adoption of data-driven personalization, and the augmentation of digital literacy training for rural older populations to optimize the advantages of digital technology-based websites.

Identifier

• OpenAlex: https://openalex.org/W4416978520
• DOI: https://doi.org/10.1145/3770177.3770296