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@article{179863,
        author = {Dr. D. Goutam and C H Gopikashree},
        title = {The Role of Artificial Intelligence in E-Retailing: A Case of Indian Fashion E-Retailing},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {12},
        pages = {8163-8170},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=179863},
        abstract = {Artificial Intelligence (AI) is one of the familiar and blooming term in 21st century, AR has various fascinating features which are adopted by various industries in the world to improve customer services and add value to their business. Technology is life blood for AI so this study also includes Technology Acceptance Model (TAM). This model helps us to understand the efficiency and clarity of websites and Apps for the customers. It is important to know how artificial intelligence has been advantageous for customers as well as for E-retailers. E-retailers are using AI in their business and creating positive impact in the minds of customers. Argument Reality (AR) is one the acknowledged term of AI in E-retailing. By using AR in online shopping its helping E-retailers to add a greater number of customers to their business. Also, customers find it more interesting and efficient in spending time in online shopping. It helps customers to give positive impact on purchase decision also provides extreme satisfaction and trust the particular E-retiling app or website. So, it’s essential to know the importance of AI in E-retailing referred to Indian Customers has been studied and analysed using SPSS and AMOS. Finally, this study will help the E-retailers to make strategies and improve AR effectively in their business.},
        keywords = {Argument Reality, Fashion E-retailing, Purchase Decision, E-Trust, E-satisfaction.   Over the years Augmented Reality has become more and more popular as an emerging technology in online shopping. Augmented reality (AR) is the proces},
        month = {May},
        }