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Consumer Trust in AI Algorithms Used in E-Commerce: A Case Study of College Students at a Romanian Public University

Author

Listed:
  • Daniel Teodorescu

    (School of Education, Clark Atlanta University, Atlanta, GA 30314, USA)

  • Kamer-Ainur Aivaz

    (Faculty of Economic Sciences, Ovidius University of Constanta, 900573 Constanta, Romania)

  • Diane Paula Corine Vancea

    (Faculty of Economic Sciences, Ovidius University of Constanta, 900573 Constanta, Romania)

  • Elena Condrea

    (Faculty of Economic Sciences, Ovidius University of Constanta, 900573 Constanta, Romania)

  • Cristian Dragan

    (Faculty of Navigation and Naval Transport, Constanta Maritime University, 900663 Constanta, Romania)

  • Ana Cornelia Olteanu

    (Faculty of Navigation and Naval Transport, Constanta Maritime University, 900663 Constanta, Romania)

Abstract

The aim of this cross-sectional study was to investigate the factors associated with trust in AI algorithms used in the e-commerce industry in Romania. The motivation for conducting this analysis arose from the observation of a research gap in the Romanian context regarding this specific topic. The researchers utilized a non-probability convenience sample of 486 college students enrolled at a public university in Romania, who participated in a web-based survey focusing on their attitudes towards AI in e-commerce. The findings obtained from an ordinal logistic model indicated that trust in AI is significantly influenced by factors such as transparency, familiarity with other AI technologies, perceived usefulness of AI recommenders, and the students’ field of study. To ensure widespread acceptance and adoption by consumers, it is crucial for e-commerce companies to prioritize building trust in these new technologies. This study makes significant contributions to our understanding of how young consumers in Romania perceive and evaluate AI algorithms utilized in the e-commerce sector. The findings provide valuable guidance for e-commerce practitioners in Romania seeking to effectively leverage AI technologies while building trust among their target audience.

Suggested Citation

  • Daniel Teodorescu & Kamer-Ainur Aivaz & Diane Paula Corine Vancea & Elena Condrea & Cristian Dragan & Ana Cornelia Olteanu, 2023. "Consumer Trust in AI Algorithms Used in E-Commerce: A Case Study of College Students at a Romanian Public University," Sustainability, MDPI, vol. 15(15), pages 1-15, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:15:p:11925-:d:1209528
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    References listed on IDEAS

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    1. Israr Qureshi & Yulin Fang & Elaine Ramsey & Patrick McCole & Patrick Ibbotson & Deborah Compeau, 2009. "Understanding online customer repurchasing intention and the mediating role of trust – an empirical investigation in two developed countries," European Journal of Information Systems, Taylor & Francis Journals, vol. 18(3), pages 205-222, June.
    2. Juan-Pedro Cabrera-Sánchez & Iviane Ramos-de-Luna & Elena Carvajal-Trujillo & Ángel F. Villarejo-Ramos, 2020. "Online Recommendation Systems: Factors Influencing Use in E-Commerce," Sustainability, MDPI, vol. 12(21), pages 1-15, October.
    3. Dominik Siemon & Rangina Ahmad & Henrik Harms & Triparna de Vreede, 2022. "Requirements and Solution Approaches to Personality-Adaptive Conversational Agents in Mental Health Care," Sustainability, MDPI, vol. 14(7), pages 1-18, March.
    4. Gursoy, Dogan & Chi, Oscar Hengxuan & Lu, Lu & Nunkoo, Robin, 2019. "Consumers acceptance of artificially intelligent (AI) device use in service delivery," International Journal of Information Management, Elsevier, vol. 49(C), pages 157-169.
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    4. Rehman, Anisur & Kumar, Sushant & Salam, Muhammad Asif & Virmani, Naveen, 2025. "How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership," Technological Forecasting and Social Change, Elsevier, vol. 219(C).

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