AI-Enhanced Personalization in the Turkish E-Commerce Market

Abstract

This study explores the applications of artificial intelligence in e-commerce, focusing on platforms and consumer behavior and decision-making in Türkiye. The main purpose of the study is to investigate the effects of AI-driven tools integrated into e-commerce platforms, on users’ psychological and behavioral engagement. The findings of this research demonstrate that effectively integrating AI-driven tools into e-commerce platforms positively affects users’ interaction with those platforms and leads to the development of psychological and behavioral engagement attitudes towards them, which highlights the crucial role of technological tools in enhancing user experience and satisfaction. This research has significant implications for marketers, e-commerce stakeholders, and policymakers, as it provides evidence-based insights for developing a more engaging e-commerce environment in Türkiye.