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@article{208314,
        author = {Dr. HARISH D},
        title = {A Study on the Influence of Working Conditions on Job Satisfaction Among Gig Workers in Bengaluru City},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {4},
        pages = {1366-1376},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=208314},
        abstract = {Artificial intelligence (AI) has moved from the periphery to the operating core of e-commerce. Recommendation engines, conversational chatbots, dynamic pricing algorithms, visual search and virtual try-on tools now mediate a substantial share of what an online shopper sees, compares and eventually buys. Generation Z, having entered adulthood alongside these technologies, is the cohort most continuously exposed to them, and its perceptions are therefore a leading indicator of how AI-mediated retail will be received. This study examines consumer perception towards AI in online shopping among Generation Z consumers in Mysuru city, Karnataka. Primary data were collected from 200 respondents aged 18 to 29 through a structured questionnaire administered on a purposive basis, and respondents were classified into Low, Moderate and High perception categories on the basis of a composite perception score. Pearson's chi-square test of independence was applied to examine the association between perception level and five respondent characteristics, supported by Cramer's V as a measure of effect size, adjusted standardised residuals for cell-level interpretation, and a linear-by-linear association test for ordinal trend. None of the four demographic variables tested — age, gender, educational qualification and occupation — bears a statistically significant association with perception towards AI at the five per cent level. Online shopping frequency, by contrast, is significantly associated with perception level (chi-square = 16.987, df = 6, p = .009, Cramer's V = .206), and the association follows a clear monotonic trend (M-squared = 15.923, df = 1, p < .001; Spearman's rho = .282). Among weekly shoppers, 60.5 per cent record high perception, against 25.6 per cent among occasional shoppers. The study concludes that within Generation Z, behavioural exposure rather than demographic position is the operative differentiator of AI perception, and that engagement frequency is a more defensible basis for segmentation than conventional demographic descriptors.},
        keywords = {Artificial Intelligence, Chi-square Test, Consumer Perception, E-commerce, Generation Z, Online Shopping.},
        month = {September},
        }