20.500.12556/DKUM-94892 Customer perception of technologies for new-generation web shops – preliminary study XIV. This 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. web commerce e-commerce trends internet of things (IoT) artificial intelligence (AI) machine learning (ML) chatbots augmented reality (AR) virtual reality (VR) voice commerce user perception digital transformation data privacy true false true University of Maribor, University Press Angleški jezik Angleški jezik Znanstveno delo 2025-08-29 03:32:07 2025-08-29 08:01:49 2025-08-30 03:37:21 0000-00-00 00:00:00 2025 0 0 Str. 303-334 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-07-01 005.3 240863747 244720643 10.18690/um.epf.7.2025.14 https://press.um.si/index.php/ump/catalog/book/987/chapter/716 1 fa41f10f-8477-11f0-9b5d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=196914 RAZ_Kriznjak_Tamara_2025.pdf RAZ_Kriznjak_Tamara_2025.pdf 1 FAD8374E5D08A80B85771B9D94F6E030 788e608dcf69afce66fa9449cbad26edba4e0424e6ab5093bea27c61bbfecda1 9ecb8c46-849d-11f0-9b5d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=196950 Ekonomsko-poslovna fakulteta 0 0 0