Asian Journal of Interdisciplinary Research https://journals.asianresassoc.org/index.php/ajir <p><strong>Asian Journal of Interdisciplinary Research (AJIR) (ISSN 2581-8430 (Online))</strong> is an International open access Quarterly journal. It publishes high-quality research articles in all areas of Arts, Humanities and Social Sciences including Arts, Humanities and Social Sciences including Business and management, Economics, Education, Language and Linguistics, Political science, Psychology, Sociology.</p> Asian Research Association en-US Asian Journal of Interdisciplinary Research 2581-8430 Use of Grammar Learning Strategies in University EFL Learners: A Systematic Review https://journals.asianresassoc.org/index.php/ajir/article/view/5019 <p>Foreign language learning is a very systematic and planned process, and the different activities which take place during this process are designed to achieve some predefined objectives. The study of a foreign language represents a progressive experience and the acquisition of a skill that helps expand learners' intellectual perspective. One of the areas in foreign language pedagogy and learning that has emerged over the last few decades is learning strategies. Within this field, the acquisition of grammar through various Grammar learning strategies (GLS) has received greater attention from researchers in recent years. The objective of this systematic review is to analyse the use of grammar learning strategies among EFL university students according to the specialized literature. For this purpose, 11 empirical studies were selected from the SCOPUS and Web of Science databases, published between 2014 and 2024, following the eligibility criteria. This study followed the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) guidelines and a specific categorisation of GLS, complemented by additional literature to analyse the information thematically. In this regard, the results highlight university students' preference for cognitive GLS, particularly in the corrective feedback (CF) subcategory. Metacognitive and social GLS ranked second, followed by affective GLS. In the conclusion, it has been emphasized that the learners favour direct strategies but support them with the use of indirect strategies. Finally, the use of GLS supports the language learning process; therefore, study and constant practice must accompany its use to acquire second-language grammar.</p> Ranjeeva Ranjan Ivan Pavez Yanina Aranda Andrew Philominraj Copyright (c) 2026 Ranjeeva Ranjan, Ivan Pavez, Yanina Aranda, Andrew Philominraj https://creativecommons.org/licenses/by/4.0 2026-03-02 2026-03-02 64 78 10.54392/ajir2615 Disinformation and Cyber Operations in the Russia–Ukraine War: A Systematic Review of Threats, Mechanisms, and Countermeasures in a Globalized Media Ecosystem https://journals.asianresassoc.org/index.php/ajir/article/view/5693 <p>The study aims to analyze the impact of globalization on Ukraine’s information security from a historical perspective and to identify key challenges and directions for strengthening national resilience in the information domain. The study is based on a structured literature search and qualitative content analysis of scientific sources. Content analysis is conducted to examine academic literature on the evolution of Ukraine’s information security under globalization.The findings demonstrate that after the collapse of the USSR, Russian media actively shaped Ukrainian audiences through Moscow-centered narratives. Effective countermeasures emerged only in 2014, while the full blocking of Russian information channels after February 24, 2022, became a crucial step in safeguarding national information security. Key challenges identified include cyber threats, information aggression, unequal access to digital resources, regulatory gaps, and the lack of comprehensive international cooperation. Strengthening Ukraine’s information security in the era of globalization requires enhanced cyber defense, the development of media literacy, the adoption of advanced protection technologies, and the implementation of regional security initiatives. Active collaboration with international partners and the integration of modern technologies are essential to ensuring a sustainable and secure information environment.</p> Viktor Melnyk Lyudmyla Babenko Olena Dzhahunova Larysa Balycheva Oksana Fedotova Copyright (c) 2026 Viktor Melnyk, Lyudmyla Babenko, Olena Dzhahunova, Larysa Balycheva, Oksana Fedotova https://creativecommons.org/licenses/by/4.0 2026-03-28 2026-03-28 233 253 10.54392/ajir26115 Gamification in Higher Education: A PRISMA-Based Systematic Review of Motivation and Engagement Outcomes https://journals.asianresassoc.org/index.php/ajir/article/view/4915 <p>This study presents a systematic review of empirical intervention research on gamification in higher education published between 2020 and 2025. Following PRISMA 2020 guidelines, 374 records were identified in Scopus and Web of Science, 235 duplicates were removed, and 139 studies were screened. After applying strict eligibility criteria prioritizing experimental, quasi-experimental, and mixed-methods intervention designs with measurable motivation and engagement outcomes, 34 studies were included in the qualitative synthesis. The analysis focused on methodological design, implemented game elements, and reported effects on emotional, cognitive, and behavioral engagement. Most studies employed experimental or quasi-experimental approaches (76%), indicating increasing methodological rigor. The most frequent game elements were structured challenges (61.8%), level progression systems (41.2%), and point-based rewards (35.3%). Across studies, gamification interventions were generally associated with improvements in motivation and engagement, particularly behavioral participation. However, effects were context-dependent, and enhanced engagement did not consistently translate into significant academic performance gains. Methodological limitations remain, including short intervention durations and heterogeneous measurement instruments. Overall, the findings suggest that pedagogically aligned gamification interventions can support student motivation and engagement in higher education, although effectiveness depends on instructional design quality and methodological rigor.</p> Ygnacio Tomaylla-Quispe Olger Gutierrez-Aguilar Sandra Chicana-Huanca Copyright (c) 2026 Ygnacio Tomaylla-Quispe, Olger Gutierrez-Aguilar, Sandra Chicana-Huanca https://creativecommons.org/licenses/by/4.0 2026-03-25 2026-03-25 219 232 10.54392/ajir26114 Bridging Technostress and AI Adoption in HR: A Moderated Mediation Study of Behavioural Intention and Support https://journals.asianresassoc.org/index.php/ajir/article/view/5438 <p>The paper delves into the implications of various forms of technostress, i.e. complexity, insecurity, uncertainty, and overload, on the usage of AI-based recruitment systems in information technology firms. It also examines the mediating and moderating factors behind the relationship (behavioral intention and organizational support respectively). The information was gathered through snowball sampling technique and 273 useful answers were obtained. The required sample size was determined using a standard sample size determination formula. SPSS and the PROCESS macro were used to conduct the analysis, and the tests involved reliability, Exploratory Factor Analysis (EFA), descriptive statistics, mediation, and moderation analysis. The findings revealed that all the variables were reliable and were merged into seven valid factors. The results of mediation affirmed that behavioral intention is a significant predictor of the relationship between technostress and actual usage of AI systems. The moderation outcomes indicated that organizational support mitigates the adverse influence of technostress on actual usage. The study is of value to HR professionals and decision-makers. Better acceptance and utilization of AI tools can be observed in organizations where the support of the organization is enhanced and the stress of the employees related to the technology is minimized. Consequently, this may contribute to the ease of digitalization, enhanced hiring rates, and employee trust in AI-based procedures.</p> Saladi Jaswanth Seshasai Balaji K.D Copyright (c) 2026 Saladi Jaswanth Seshasai, Balaji K.D https://creativecommons.org/licenses/by/4.0 2026-03-18 2026-03-18 144 168 10.54392/ajir26110 Developing a Transformative E-module with Reflective Video Tasks on Waste Management to Enhance Environmental Sensitivity https://journals.asianresassoc.org/index.php/ajir/article/view/4786 <p>This study seeks to create a transformational project-based E-module featuring reflective video activities centered on local waste management challenges to foster environmental awareness among high school students in Depok, Indonesia. The module was tested with 10<sup>th</sup> grade students in a senior high school in Depok using the ADDIE model and a mixed-method approach. The e-module called "e-ling" has both asynchronous and synchronous functionalities and uses real-world waste management concerns as project-based activities. To see if the module was possible and useful, researchers used expert validation sheets, environmental sensitivity scales (before and after tests), and questionnaires for students and teachers. Expert evaluation in pedagogy, media, content, and language got an average score of 84.28%. Student and teacher answers showed that the material was very good (96% and 90%, respectively). Effectiveness testing showed that students' environmental sensitivity got a lot better, with an N-Gain score of 0.53 (moderate) and an average posttest score of 300 (high). These results indicate that the E-modul module is both viable and efficacious in improving students' environmental awareness, particularly with urban waste management issues in Depok.</p> Deden Ibnu Aqil Hafid Abbas I Made Astra Rendika Vhalery Copyright (c) 2026 Deden Ibnu Aqil, Hafid Abbas, I Made Astra, Rendika Vhalery https://creativecommons.org/licenses/by/4.0 2026-02-12 2026-02-12 33 46 10.54392/ajir2613 Immigration Policies Post Study Work Rights and Economic Impacts on Higher Education in Developed Nations https://journals.asianresassoc.org/index.php/ajir/article/view/5434 <p>International higher education in developed nations is increasingly exposed to abrupt shifts in immigration rules and post-study work (PSW) pathways. This study examines how changes in PSW duration, eligibility, and employer-sponsorship predictability reshape (i) international student inflows, (ii) university net tuition and research cross-subsidies, and (iii) graduate retention and local labor-market indicators, with particular attention to the United States while benchmarking the United Kingdom, Canada, and Australia. We measure PSW regimes through an intensity index with a monthly time series and a predictability of sponsorship, and we connect policy shocks to outcomes through a staggered difference-in-differences/event study approach, supplemented by synthetic control studies for large discrete policy changes. The empirical strategy reports complete model results (sample sizes, fixed effects, clustered standard errors, and pre-trend tests) and distinguishes between short-term enrollment outcomes, medium-term retention/completion, and institutional financial outcomes. Across policy events, a reduction in PSW routes is linked to a decrease in international enrolments and net tuition revenues, while a relaxation of PSW rules is linked to better inflows and more stable cross-subsidies between tuition and research. Outcomes related to graduate retention are consistent with PSW accessibility and correlate with changes in vacancy-fill measures in skill-intensive industries. The results are discussed in terms of policy-activated changes in the return on study and work, mediated by network externalities and institutional discount rate behavior.</p> Supriya K. Mathew Lohith R.D Truptha Shankar Copyright (c) 2026 Supriya K. Mathew, Lohith R.D, Truptha Shankar https://creativecommons.org/licenses/by/4.0 2026-03-16 2026-03-16 111 127 10.54392/ajir2618 EFL Learners’ Perceptions of Peer Feedback: Benefits and Challenges in English Writing Classes https://journals.asianresassoc.org/index.php/ajir/article/view/5010 <p>This study investigates EFL learners’ perceptions of peer feedback in English writing classes, combining quantitative data from 325 students and qualitative data from 15 interview participants to gain a comprehensive understanding of students’ experiences. The participants, who possessed intermediate to upper-intermediate English proficiency, completed a questionnaire and participated in semi-structured interviews to provide a comprehensive picture of their experiences. In terms of quantitative results, most participants have a positive attitude towards peer feedback since they consider that it helps to improve the quality of their writing, encourages the development of critical thinking skills and facilitates learner autonomy. The qualitative data indicated that peers’ feedback enabled students to view their content ideas in a different way and learn of new language expressions and writing rules. Others valued the motivation and classroom environment that came with being connected to other learners. However, challenges were raised on the reliability of peer comments, emotional unease and unwillingness to criticize especially towards less capable classmates. These findings suggest that while peer feedback is generally valued, its effectiveness depends heavily on providing structured training and fostering trust among learners. The findings emphasise the significance of teacher support in developing students’ peer-assessment skills for meaningful participation.</p> Lam Ky Nhan Copyright (c) 2026 Lam Ky Nhan https://creativecommons.org/licenses/by/4.0 2026-03-24 2026-03-24 204 218 10.54392/ajir26113 Between Transparency and Secrecy: A Mixed-Methods Study of Digital Surveillance, Source Risks, and Resilience in Global South Investigative Journalism https://journals.asianresassoc.org/index.php/ajir/article/view/4703 <p>In the context of increasing digital surveillance and shrinking press freedom, investigative journalists in the Global South face critical ethical and operational challenges. Mixed-method studies which highlighted regions like Indonesia, Nigeria, and the Philippines were not exceptionally prominent in the previous literature. Within a sequential framework, we studied 150 investigative reports (2018-2023) through natural language processing, undertook 25 semi-structured interviews, and carried out participatory observations in three newsrooms. The results point to three important observations: hybrid analogue-digital verification models make exposure to a source less likely; collaborative resistance cultural- practice networks constructively defy networks; and the paradox of ethics in investigative journalism transparency and secrecy suggests the need for a decolonial approach. The surveillance journalism framework, which examines outstanding epistemic imbalances, incorporates Southern knowledge, relational accountability, and the new concept of communal sousveillance ethics. By combining the principles of sousveillance, networked resistance, and communal ethics, the study focuses on culturally rooted policy proposals such as the ASEAN Hybrid Safety Fund. These results point to the need for global journalism safety standards which.</p> Moehammad Iqbal Sultan Yuli Candrasari Bono Setyo Andi Subhan Amir Copyright (c) 2026 Moehammad Iqbal Sultan, Yuli Candrasari, Bono Setyo, Andi Subhan Amir https://creativecommons.org/licenses/by/4.0 2026-01-16 2026-01-16 1 14 10.54392/ajir2611 Developing a Process Quality Management Model for Early Childhood Education https://journals.asianresassoc.org/index.php/ajir/article/view/5012 <p>This research introduces a fresh perspective by developing a quality management model designed to enhance the internal capacity of Early Childhood Education (ECE) institutions through the empowerment of teachers, principals, and other educational staff. The goal is to shift the focus of quality management from being a purely administrative task to a more self-sustaining, internally driven process. The study employed a modified Borg and Gall Research and Development (R&amp;D) model, including preliminary studies, design, expert validation, and model revision. Data were collected through interviews, observations, and document analysis at ECE institutions in Parepare City, Indonesia. The model is practical, easy to implement, and has high content validity. The findings indicate that the developed model consists of five core components: learning planning, learning implementation, internal supervision, educator professional development, and continuous improvement strategies. This model strengthens ECE institutions' internal capacity for continuous quality management and is recommended for adaptation across various ECE contexts. It offers a process-based approach that aligns with national standards and international best practices, making it adaptable for developing countries. The model’s flexibility and focus on local contexts provide valuable insights for improving ECE practices and informing education policy globally. The contribution of this research lies in offering a practical and sustainable framework for ECE institutions to manage and improve quality, with a focus on internal empowerment and contextual adaptation.</p> Abdul Halik Syarifah Halifah Copyright (c) 2026 Abdul Halik, Syarifah Halifah https://creativecommons.org/licenses/by/4.0 2026-03-11 2026-03-11 79 90 10.54392/ajir2616 Interaction between the State and Large Business in the Financial Market and Foreign Economic Activity: Taxation in the Context of Sustainable Development https://journals.asianresassoc.org/index.php/ajir/article/view/5009 <p>The paper analyzes the impact of Ukraine's tax system on the shaping of interaction between the state and large corporations in the financial market and in foreign economic activity. Tax-related incentives and burdens across three export-oriented sectors (energy, agriculture, and manufacturing) that jointly account for more than 70% of Ukraine's export revenues were defined based on a descriptive analysis of fiscal datasets. The study covered the period from 2015 to 2023. With the help of qualitative content analysis of policy documents and corporate sustainability reports. The study found that enterprises that benefited from preferential measures under the "green" tax invested more in sustainable investments than firms operating under standard taxes. In particular, renewable energy enterprises increased sustainable investments by 340% between 2015 and 2023. The results of the panel regression confirmed that the presence of tax benefits increased the intensity of sustainable investment by 0.7–0.9 percentage points of annual income. However, the effectiveness of tax benefits was limited by regulatory fragmentation, political instability, and geopolitical shocks. The analysis also reveals limited systemic integration of fiscal instruments with the UN Sustainable Development Goals (SDGs), as most tax benefits were sector-specific. Thus, it is proven that Ukraine needs an integrated, time-limited fiscal system that integrates sustainable development goals into tax policy. This involves simplified regulatory roadmaps for green investments and institutionalized mechanisms for dialogue between the state and big business.</p> Alla Slavkova Anna Pyslytsia Nataliia Rudyk Ievgen Volkovskyi Hanna Kolomiiets Copyright (c) 2026 Alla Slavkova, Anna Pyslytsia, Nataliia Rudyk, Ievgen Volkovskyi, Hanna Kolomiiets https://creativecommons.org/licenses/by/4.0 2026-03-21 2026-03-21 169 185 10.54392/ajir26111 The Role of Profitability in Mediating the Effect of ESG on Dividend Policy in ASEAN-5 https://journals.asianresassoc.org/index.php/ajir/article/view/4215 <p>This study explores the effect of Environmental, Social, and Governance (ESG) practice on the dividend policy across the ASEAN-5 region companies, with return on assets (ROA) as a mediating variable. Based on stakeholder theory and legitimacy theory, this study aims to evaluate the impact of ESG on dividend policy, as well as the mediating role of ROA. This research sample consists of 596 data points from 149 companies across the ASEAN-5 region during 2020-2024. The data was collected using a purposive sampling method and analyzed using the PLS method. The research finds that the environmental pillar shows a positive effect on the dividend policy when profitability is included, and a negative effect when profitability is excluded as a mediator. The governance pillar positively impacts dividend policy both directly and when profitability is considered. Individual ROA doesn’t significantly reduce the effect of dividend policy. However, in the relationship between ESG factors and dividend policy, profitability plays a mediating role.</p> Putri Nur Syarifah Hersugondo Hersugondo Copyright (c) 2026 Hersugondo Hersugondo, Putri Nur Syarifah https://creativecommons.org/licenses/by/4.0 2026-03-28 2026-03-28 254 270 10.54392/ajir26116 Clustering Analysis of Kutai Sultanate Tombs: Exploring Design Preference, Symbolism, and Social Hierarchy in East Kalimantan, Indonesia https://journals.asianresassoc.org/index.php/ajir/article/view/4107 <p>Sultanate tombs are cultural artifacts that record various social, political, and symbolic information about past societies. In the context of the Kutai Kartanegara Sultanate, variations in tomb design and decoration are believed to reflect the hierarchical social structure and cultural values passed down across generations. However, previous studies have tended to be descriptive and visual, and have not developed an objective and systematic classification model. This study addresses this gap by applying an exploratory quantitative approach using a mixed-type clustering algorithm to identify patterns of design preference, symbolism, and social structure in the tomb complexes of the Kutai Kartanegara Sultanate in East Kalimantan, Indonesia. A total of 74 tombs were selected through purposive sampling based on the completeness of the inscriptions and the feasibility of visual data. Each tomb was analyzed based on the physical dimensions of the jirat and headstone, decoration, form, material, and the language of the inscription. The clustering results revealed three main groups: clusters with simple dimensions and ornaments (distant families), clusters with moderate proportions (close families), and clusters with monumental designs and complex ornaments (nuclear families and heads of the sultans). The findings suggest that cemetery architecture functions as an expression of social status and a means of preserving collective memories in Islamic royal societies. This study also offers a data-driven classification model that can be replicated in other digital archaeological research, as well as expanding methodological approaches in the study of death, identity, and power in Southeast Asia.</p> Titin Agustin Nengsih Muhammad Chawari Irfanuddin Wahid Marzuki Henki Riko Pratama Imam Arifa’illah Syaiful Huda Benny Agusti Putra Wahyu Rizky Andhifani Copyright (c) 2026 Titin Agustin Nengsih, Muhammad Chawari, Irfanuddin Wahid Marzuki, Henki Riko Pratama, Imam Arifa’illah Syaiful Huda, Benny Agusti Putra, Wahyu Rizky Andhifani https://creativecommons.org/licenses/by/4.0 2026-03-02 2026-03-02 47 63 10.54392/ajir2614 Mapping the Interface Between Translation Studies and Imagology: A Bibliographic Review, 1940–2025 https://journals.asianresassoc.org/index.php/ajir/article/view/5067 <p>This paper provides a mapping of research development in the cross-field area between Translation Studies (TS) and national image studies To navigate the field’s terminological spread, the article adopts the National Image Cluster (NIC) as an operational umbrella for recurring constructs (national image, national identity, national character), together with related discursive codings including stereotype and cliché. The study uses <em>BITRA</em> to build a two-part corpus: the baseline corpus (1940–2019, N = 502) and the update corpus (2020–2025, N = 151), obtaining 653 records overall. The article is methodologically based on descriptive bibliometric analysis and lightweight text analysis to investigate the growth of publications, document type, recurrent outlet, author prominence, and thematic tendencies. The findings depict an evolution from marginality (pre-1980), to expansion (1980s–1990s), and then to heightened visibility (2000s onward). The primary source of publication is journal articles, though a substantial contribution is also made by edited-volume chapters, books and doctoral dissertations. The clustering analysis suggests that literary and cultural translation continues as the longest-lasting research area, whereas journalism/media translation and audiovisual/multimodal translation constitute important parallel tracks. The 2020–The 2020–2025 update indicates that the thematic core remains stable rather than disrupted: representation, identity, and stereotyping continue as central concerns, yet their articulation increasingly foregrounds digital circulation, platforms, and other contemporary media settings2025 update indicates that the thematic core remains stable rather than disrupted: representation, identity, and stereotyping continue as central concerns, yet their articulation increasingly foregrounds digital circulation, platforms, and other contemporary media settings. The article’s point is that bibliometric evidence is good for mapping scholarly attention, but it cannot by itself demonstrate a causal effect of translation on public perceptions. The conclusion is that this line of work has settled into an enduring and increasingly differentiated part of TS, and it opens up a platform for further exchange with Imagology, media studies, and reception-oriented research.</p> Wenjing Li Copyright (c) 2026 Wenjing Li https://creativecommons.org/licenses/by/4.0 2026-03-16 2026-03-16 128 143 10.54392/ajir2619 Examining Push, Pull, and Mooring Factors Influencing Consumer Switching Decisions in the Banking Sector: A PPM-SEM Analysis https://journals.asianresassoc.org/index.php/ajir/article/view/3919 <p>This study uses the Push-Pull and Mooring (PPM) paradigm, which is based on migration theory, to examine the many reasons that are causing Omani clients to switch from conventional to Islamic banking. Pull factors include perceived relative advantage, such as price, religion, and social status; mooring factors include switching cost, complexity, locked-in effects, and apathy; and push factors include customer satisfaction, trust, and service quality (interaction, physical environment, and outcome). 400 traditional banking clients in Oman's largest cities were given a structured questionnaire as part of a quantitative approach. SPSS and AMOS were used to analyse the data using SEM. The results show that switching intentions are highly influenced by interaction quality, customer satisfaction, and trust, but not by the physical environment or outcome quality. Among pull factors, religious motivation emerged as a strong determinant, whereas price and social prestige showed no significant effect. Mooring factors such as switching cost, complexity, and locked-in constraints significantly discourage switching, while apathy did not yield a significant impact. These findings suggest that while religious motivation, trust, and service interaction quality play pivotal roles in influencing switching, perceived complexity of Islamic banking procedures and institutional lock-in remain key barriers. To encourage consumer transition, Islamic banks must simplify offerings, provide transparent processes, and invest in staff training to enhance service interaction ensuring a more accessible, trustworthy, and customer-centric banking experience in Oman.</p> Faiza Kiran Copyright (c) 2026 Faiza Kiran https://creativecommons.org/licenses/by/4.0 2026-02-04 2026-02-04 15 32 10.54392/ajir2612 Pedagogical Content Knowledge in Action During Problem-Based Learning: A Qualitative Analysis of Teachers’ Facilitation and Classroom Regulation https://journals.asianresassoc.org/index.php/ajir/article/view/5506 <p>Informed through Shulman’s Pedagogical Teaching Knowledge (PCK), this study further explores how teachers acquire and utilize PCK, while enriching research on PCK and Problem-Based Learning. In these environments, collaboration and guidance, as well as teachers being responsive, are central. Lay of knowledge in the literature is particularly prevalent in qualitative work. Not a lot of studies “have really looked at how teachers ‘practice’ the teacher professional knowledge that they hold, through interaction as they go through a classroom episode and then through reflection on those practices.” By putting reception teachers in behaviour in classrooms, in PBL scenarios, through the lens of PCK, this study conducts a MAXQDA analysis of the transcription of records of classroom transcripts and observational data. By positioning teachers’ guidance strategies, emotional scaffolding, and situational regulation within the PCK ‘sphere’, this study aims to clarify what constitutes teachable knowledge of a subject to teachers as a collaborative opportunity. This also theoretically redefines the “space” of subject teaching knowledge, making it applicable to PBL teaching. Methodologically, we show qualitative coding and triangulation, and how they are used to build the argument on teacher knowledge.</p> Yan-Yi Chang Copyright (c) 2026 Yan-Yi Chang https://creativecommons.org/licenses/by/4.0 2026-03-11 2026-03-11 91 110 10.54392/ajir2617 AI-Driven Service Quality in E-Commerce: Expectation–Perception Gaps Using Interval-Valued Pythagorean Fuzzy Analysis https://journals.asianresassoc.org/index.php/ajir/article/view/6101 <p>Digital commerce is transforming through Artificial Intelligence (AI), which has redesigned the interaction with customers, delivery of services, and personalizing of customer experience. Nevertheless, the expectations and perceptions of the customers regarding the quality of the AI-driven service (AISQ) are still poorly comprehended, in particular, in regard to trust and reliability throughout the digital purchasing experience. This paper analyses consumer expectations and consumer perception of AISQ in e-commerce through Interval- Valued Pythagorean Fuzzy (IVPF) framework to deal with uncertainty in human judgments. According to 684 online customers, the results of this study reveal that there are wide differences between the expected and perceived performance of AI and that the highest degree of dissatisfaction is registered in terms of efficiency of problem solving, personalization with contexts, timely updates and emotional assurance with the uniformity of cross-platform system, which is satisfactory. The research has both theoretical and methodological implications in that it analyses the AISQ dimensions gaps as a multidimensional construct, and methodologically by enhancing gap analysis by IVPF to include trust and user satisfaction assessment in online commerce. In practice, the results give practical recommendations to the improvement of reliability, responsiveness, personalization, privacy assurance, and empathetic interaction design, allowing e-commerce companies to provide more reliable and user-friendly AI-based services to people in various regional markets.</p> Paramaiah Ch Venkateswarlu Nalluri Jing-Rong Chang Sudhir Babu Dalavai Ajith Kumar V.V Sanjay Kumar Copyright (c) 2026 Paramaiah Ch, Venkateswarlu Nalluri, Jing-Rong Chang, Sudhir Babu Dalavai, Ajith Kumar V.V, Sanjay Kumar https://creativecommons.org/licenses/by/4.0 2026-03-23 2026-03-23 186 203 10.54392/ajir26112