AI's Role in Shaping Payment Preferences, Consumer Behavior, and Demographic Trends in E-Commerce in Greece

This study investigates the demographic, socioeconomic, and behavioral factors influencing online shopping habits and payment preferences, with a focus on the role of artificial intelligence (AI) in shaping consumer behaviors. Using a cross-sectional survey design, data were collected from 435 participants in Thessaly, Greece, through both online and paper-based questionnaires. The findings reveal that consumer satisfaction, particularly regarding convenience, time savings, and discounts, significantly affects the likelihood of exclusive online shopping.

Gender and age emerged as key determinants in payment preferences, with women favoring debit/credit cards and younger consumers preferring digital payment methods. Regional differences also influenced payment choices, with urban consumers opting for digital methods and rural consumers favoring cash. The study highlights the potential of AI in personalizing the shopping experience, optimizing payment systems, and enhancing security. These insights offer valuable implications for e-commerce businesses seeking to refine strategies and improve consumer engagement in the rapidly evolving digital marketplace.