INFLUENCE OF AI-BASED RECOMMENDATION ON CUSTOMER PURCHASE INTENTION IN E-COMMERCE

This study examined the influence of AI-based recommendation systems on customer purchase intention in e-commerce, focusing on key factors such as perceived relevance, trust, personalization, and ease of decision-making. The findings clearly indicate that AI-driven recommendations have a significant and positive impact on consumer behavior. Among the variables studied, ease of decision-making and personalization emerged as the most influential factors, followed by perceived relevance and trust. These results suggest that when recommendations are accurate, tailored, and easy to interpret, customers are more likely to make purchase decisions. The study contributes to the growing body of knowledge on consumer behavior in digital environments by highlighting how AI technologies shape purchasing patterns. It confirms that AI-based recommendation systems not only enhance user experience but also serve as powerful tools for increasing customer engagement and conversion rates. However, the research also acknowledges that concerns related to privacy and excessive personalization can influence customer perceptions and may limit the effectiveness of such systems. From a managerial perspective, the findings provide valuable implications for e-commerce businesses and marketers. Companies should focus on improving the accuracy and transparency of their recommendation algorithms to build trust and credibility among users. Additionally, maintaining a balance between personalization and user privacy is essential to ensure long-term customer satisfaction and loyalty. Ethical AI practices and clear communication regarding data usage can further strengthen consumer confidence. For future research, there is scope to explore the impact of AI-based recommendations across different demographic groups, cultures, and product categories. Comparative studies between developed and emerging markets can provide deeper insights into consumer behavior variations. Furthermore, future studies may incorporate qualitative approaches to better understand emotional and psychological responses to AI-driven personalization. Exploring emerging concepts such as explainable AI and ethical concerns will also enhance the understanding of AI’s role in shaping the future of e-commerce.

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