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@article{193004,
        author = {Dr. S Kamesh and Binu G},
        title = {THE IMPACT OF ARTIFICAL INTELLIGENCE ON CONSUMER PURCHASE BEHAVIOUR IN OMNICHANNEL RETAILING: AN INTEGRATION OF UTAUT 2 AND S-O-R MODEL},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {3735-3743},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193004},
        abstract = {Accelerated application of Artificial Intelligence (AI) in retailing has transformed customer interaction, especially in omnichannel settings where digital and physical touch points overlap. AI-powered technologies such as chatbots, recommendation engines, and voice assistants drive personalization, convenience, and decision-making, and have an impact on purchasing intentions. Though the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) has been extensively utilized to account for technology adoption via constructs like performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation, it does not extend to explain the affective and experiential aspects of consumer behavior in AI contexts. To fill this void, this research combines the Stimulus-Organism-Response (S-O-R) model with UTAUT2 and offers a twin theoretical perspective with which to explore how technological, cognitive, and affective dimensions together influence consumer buying intention. Trust in AI and satisfaction are specifically herein posited as mediators between stimuli on the basis of UTAUT2 and responses to behavior, furnishing further explanation of consumer trust in AI recommendations. By empirically validating this integrated model, the study makes both theoretical and practical contributions by informing marketers and retailers on how to maximize AI-facilitated omnichannel strategies to generate trust, improve satisfaction, and build consumer loyalty.},
        keywords = {Artificial Intelligence, Omnichannel Retailing, UTAUT2, S-O-R Framework, Trust in AI, Satisfaction, Purchase Intention, Consumer Behavior.},
        month = {February},
        }