The Role of AI Chatbots, Targeted Advertisements and Online Reviews in Shaping Online Consumer Buying Behaviour among International University Students

Abstract

The rapid growth of digital marketing and e-commerce has significantly transformed online consumer buying behaviour, particularly among technology-oriented consumers. The study was so limited especially for the international university students. Digital tools including AI-powered chatbots, targeted advertisements, and online reviews have become essential in shaping consumers’ perceptions, trust, and purchase decisions. This study aims to examine the influence of AI chatbots, targeted advertisements, and online reviews on online consumer buying behaviour among international university students. A quantitative research approach was employed, and data were collected through a structured questionnaire distributed via Google Forms. A total of 105 valid responses were obtained from international students. The data were analysed using Statistical Package for Social Sciences (SPSS), incorporating descriptive analysis, reliability testing, correlation analysis, independent sample t-test, one-way ANOVA, and multiple regression analysis. The results show that AI chatbots strongly influence how people buy things online, making them the most important factor in this study. Although targeted ads and online reviews were viewed positively, they did not have a meaningful impact on buying decisions when analyzed statistically. Additionally, the study found no significant difference in online buying behaviour between male and female respondents, while nationality was found to significantly influence online purchasing behaviour. The findings provide valuable insights for online retailers and digital marketers in designing effective digital engagement strategies, particularly for tech-savvy and multicultural consumer segments.