"Unveiling the Influence of AI’sProduct Recommendation on Consumer Purchase Intent” : A Quantitative Study Investigating The Role of AI productrecommendations on Consumer Purchase intent

Sammanfattning

Date: 2024-05-29 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Marwan Omar Bitar / Ricardo El Alam Supervisor: Aswo Safari Title: Unveiling the Influence of AI’s Product Recommendation on Consumer Purchase Intent Keywords: Artificial intelligence, e-commerce, customer behavior, AI-driven personalization, and consumer purchase intent Research question: To what extent do AI-driven personalized product recommendations influence Consumer Purchase Intent in e-commerce? Purpose: The primary goal of this research is to investigate in depth and comprehend how AI-driven personalized product recommendations affect the tendency of consumers to buy ine-commerce. Method: The study uses a quantitative research methodology, using online questionnaires tocollect data on customers' purchase intent with personalized product recommendations inrelationship to their level of satisfaction, and behaviors. Conclusion: The study concludes that personalized recommendations powered by AIsignificantly increase consumer purchase intent. The findings validate the influence ofperceived usefulness, ease of use, engagement, and trust on consumer behavior. thusproviding significant insights for optimizing AI-driven recommendation systems to enhanceoverall business performance.