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@article{175631,
        author = {Dr AMUTHAVALLI P and Dr ARAVINDAN S},
        title = {Impact of fintech and Artificial Intelligence in Transforming Consumer Buying Behaviour towards E-Commerce},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {5216-5220},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=175631},
        abstract = {Online buying behaviour has undergone substantial shifts as a result of E-commerce, which has transformed the way consumers shop. Online buying is a common option for people looking to buy products and services while relaxing in their homes because of how simple purchase it is. E-commerce as a result has a significant impact on how purchase online shop. This impacts online purchasing behaviour in a various way, including the product availability of information, convenience, affordability, and usability. E-commerce has consequently become a well-liked option for customers looking to make purchases online. However, the development of AI (Artificial Intelligence) in the E-commerce sector had a big impact on consumers' online purchasing behaviour. With the aid of its tools, artificial intelligence analyses massive amounts of data, enhances search results, personalizes recommendations, and makes voice and visual search possible.  As AI develops and becomes more sophisticated, it will have a bigger impact on how consumers behave when making purchases online. As a result, this study proposed to investigate the impact of AI on buying behaviour in the E-commerce sector. This study explains both the positive and negative effects of AI on consumers' online purchasing decision makings. The study is conceptual in nature and collects data from secondary sources, such as books, reports, websites, newspapers, journals, and theses. Research Scholars, Research practitioners and Industries will benefit from the practical implications of my research.},
        keywords = {Fintech, E-commerce, online buying behaviour, Artificial Intelligence, consumer buying behaviour.},
        month = {April},
        }