ARTIFICIAL INTELLIGENCE -DRIVEN COMPUTATIONAL SOCIAL NETWORKS IN DRIVING SUSTAINABLE E-COMMERCE IN THE ERA OF INFORMATION TECHNOLOGY

Authors

  • Dr. Kiran Sharma Assistant Professor, Department of Commerce, Chaman Lal Mahavidhyalaya, Landhaura, Haridwar, Uttarakhand
  • Dr. Sana Zaidi Assistant Professor, Department of Business Administration, Quantum University Roorkee
  • Dr. Pallavi Bhardwaj Assistant Professor, Department of Commerce and Finance, Quantum University Roorkee

DOI:

https://doi.org/10.5281/zenodo.15698142

Keywords:

Environmental Consciousness, AI-Driven Computational Social Network, Information Technology Infrastructure, Sustainable E-Commerce Performance

Abstract

The objective of this study is to examine the mediating role of environmental consciousness in the relationship between AI-driven computational social networks, information technology infrastructure, and sustainable e-commerce performance. To achieve this, an online survey was administered to 250 participants, and the collected data underwent structural equation modeling analysis. It is suggested that a good model should have an SRMR value below 0.08, and in this study, the SRMR value was 0.05, indicating an acceptable level of structural model fitness.  The results demonstrate the significant influence of both AI-driven computational social networks and information technology infrastructure on sustainable e-commerce performance. Furthermore, the findings indicate that environmental consciousness partially mediates the connection between AI-driven computational social networks, information technology infrastructure, and sustainable e-commerce performance. By considering the partial moderating effect of environmental consciousness, it will shed light on the complex dynamics at play. The findings will offer valuable insights for businesses aiming to leverage AI-driven computational social networks and information technology infrastructure to enhance their sustainable e-commerce practices and performance.

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Additional Files

Published

01-06-2025

How to Cite

Dr. Kiran Sharma, Dr. Sana Zaidi, & Dr. Pallavi Bhardwaj. (2025). ARTIFICIAL INTELLIGENCE -DRIVEN COMPUTATIONAL SOCIAL NETWORKS IN DRIVING SUSTAINABLE E-COMMERCE IN THE ERA OF INFORMATION TECHNOLOGY. International Educational Journal of Science and Engineering, 8(6). https://doi.org/10.5281/zenodo.15698142