Customer perception of technologies for new-generation web shops – preliminary studyKrižnjak, Tamara (Avtor) Sternad Zabukovšek, Simona (Avtor) Bobek, Samo (Avtor) web commercee-commerce trendsinternet of things (IoT)artificial intelligence (AI)machine learning (ML)chatbotsaugmented reality (AR)virtual reality (VR)voice commerceuser perceptiondigital transformationdata privacyThis paper investigates emerging technological trends in web commerce and examines user perceptions through a pilot survey. Key innovations include IoT, AI, ML, chatbots, social and voice commerce, as well as immersive technologies like AR and VR. These tools enhance personalization, automate services, and support better consumer decision-making. The pilot study, based on an online questionnaire, explores user behaviour, expectations, and attitudes toward these developments. Results show that while users are familiar with technologies like chatbots and personalization, awareness of AR and VR remains low. Concerns about security and data privacy significantly influence user trust. The findings highlight the need for seamless technological integration, increased user education, and transparent communication to build trust and improve the digital shopping experience.University of Maribor, University Press20252025-08-29 03:32:07Znanstveno delo94892UDK: 005.3OceCobissID: 240863747COBISS_ID: 244720643DOI: 10.18690/um.epf.7.2025.14sl