Ethical Considerations In Ai-Driven Online Retailing: A Bibliometric Analysis And Future Directions
DOI:
https://doi.org/10.64252/dqtxkk19Keywords:
Artificial Intelligence; Bibliometric Analysis; Data Privacy; Online Retailing Ethics; Transparency in AI.Abstract
Objective: This study aims to explore the ethical considerations surrounding AI in online retailing through a systematic literature review and bibliometric analysis. It seeks to address three key research questions: (1) What are the trends in publication and citation? (2) What are the major research clusters in the field? (3) What future research directions can be identified?
Methods: The study employs bibliometric analysis using VOS Viewer software, examining relevant literature on AI ethics in online retail. The analysis tracks publication trends, identifies key clusters of research, and highlights influential works shaping the field.
Results: Findings indicate that consumer trust in AI is closely tied to transparency, with data privacy emerging as the most critical concern. The analysis also reveals a preference for human interaction over AI-driven customer service due to its empathy and personalization, despite the efficiency AI offers.
Conclusions: The study contributes to the understanding of how ethical AI practices, especially regarding transparency and data privacy, impact consumer trust in online retailing. It offers valuable insights for future research and practical guidance for enhancing ethical AI use in the retail industry.
