Generative AI and Consumer Behaviour in E-Commerce

Call for Papers

Generative AI and Consumer Behaviour in E-Commerce

Journal: Journal of Internet Commerce
Publisher: Taylor & Francis Group
Manuscript Submission Deadline: 01 September 2026

The Journal of Internet Commerce invites submissions for its Special Issue titled "Generative AI and Consumer Behaviour in E-Commerce."

About the Special Issue

Generative Artificial Intelligence (GenAI) is rapidly transforming digital commerce by reshaping how consumers discover products, engage with brands, make purchasing decisions, and interact with AI-powered platforms. From personalized recommendations and virtual influencers to conversational commerce and AI-generated marketing content, GenAI is redefining consumer experiences and value creation across online marketplaces.

This Special Issue seeks theoretical, conceptual, and empirical research examining how generative AI influences consumer psychology, digital marketing, e-commerce ecosystems, and business strategies. Contributions exploring the opportunities, ethical challenges, societal implications, and emerging research frameworks surrounding AI-enabled commerce are particularly encouraged.

Scope and Topics of Interest

Submissions may address, but are not limited to:

• Generative AI and consumer experience

• AI-generated content, avatars, and virtual influencers

• Personalization and AI-driven purchase decision-making

• Anthropomorphism and trust in AI

• AI-assisted post-purchase services

• Conversational commerce and AI-powered chatbots

• Artificial empathy in customer interactions

• Voice-based and text-based AI interfaces

• Omnichannel, cross-platform, and social commerce

• AI-powered personalization and recommendation systems

• Consumer creativity, co-creation, and product customization

• AI-generated advertising, AR/VR, and immersive retail experiences

• Human–AI interaction and consumer behaviour theories

• Ethics, fairness, privacy, and responsible AI

• Sustainability and societal implications of AI in e-commerce

• AI-assisted consumer and marketing research methodologies

Submission Guidelines

• Manuscript Submission Window Opens: 01 March 2026

• Manuscript Submission Deadline: 01 September 2026

• The Special Issue welcomes empirical, conceptual, and theoretical papers, along with commentaries, interviews, reviews, and provocations.

• Manuscripts should generally be up to 8,000 words and prepared according to the journal's author guidelines.

• Authors may contact the Guest Editors regarding topic suitability and submission-related queries.

Special Issue Editors

• Mai Nguyen — Griffith University, Australia

• Yunen Zhang — Jiangxi University of Finance and Economics, China

• Yatish Joshi — Indian Institute of Management Nagpur, India

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