IDEAS home Printed from https://ideas.repec.org/a/spr/futbus/v11y2025i1d10.1186_s43093-025-00476-z.html
   My bibliography  Save this article

The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: an empirical study of AI-driven e-commerce

Author

Listed:
  • Noha Hassan

    (Newgiza University (NGU))

  • Mohamed Abdelraouf

    (King Salman International University (KSIU))

  • Dina El-Shihy

    (Newgiza University (NGU))

Abstract

Purpose This study investigates the effects of trust, satisfaction, and loyalty on AI-driven e-commerce, with a particular focus on how personalized recommendations moderate these relationships. It aims to explore how personalized AI features reshape consumer perceptions and decision-making. Design/methodology/approach A quantitative research approach was used to collect data from a diverse group of e-commerce users who had interacted with AI-based recommendation systems. An online survey employing standardized scales for trust, satisfaction, loyalty, and personalization was administered, and data were analyzed using structural equation modeling (SEM) to test the hypotheses. Findings The study reveals that trust has a significant positive influence on both satisfaction and loyalty. Personalization further strengthens these relationships by moderating the trust–satisfaction–loyalty dynamic. Satisfaction partially mediates the relationship between trust and loyalty, with the model’s explanatory power improving by 5% when personalization is included as a moderator. These results highlight the pivotal role of personalized recommendations in shaping consumer trust and satisfaction in AI-driven e-commerce. Practical implications Businesses can use personalized recommendation systems to enhance trust and satisfaction, thereby fostering loyalty. For example, platforms like Amazon and Netflix have successfully employed personalized AI algorithms to boost customer retention and engagement. Transparency features, such as explaining why certain products are recommended, and cultural sensitivity in algorithm design can further enhance customer trust and acceptance. e-commerce organizations should also invest in data privacy measures and clear algorithms to maintain consumer confidence while leveraging AI to improve customer experience and achieve sustainable competitive advantages. Originality/value This study contributes to the growing body of knowledge on AI-driven e-commerce by demonstrating how personalized recommendations influence trust, satisfaction, and loyalty. It provides actionable insights for leveraging AI tools to build stronger consumer relationships in dynamic digital marketplaces.

Suggested Citation

  • Noha Hassan & Mohamed Abdelraouf & Dina El-Shihy, 2025. "The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: an empirical study of AI-driven e-commerce," Future Business Journal, Springer, vol. 11(1), pages 1-15, December.
    • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00476-z
    DOI: 10.1186/s43093-025-00476-z
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1186/s43093-025-00476-z
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1186/s43093-025-00476-z?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Dwivedi, Yogesh K. & Hughes, Laurie & Ismagilova, Elvira & Aarts, Gert & Coombs, Crispin & Crick, Tom & Duan, Yanqing & Dwivedi, Rohita & Edwards, John & Eirug, Aled & Galanos, Vassilis & Ilavarasan, , 2021. "Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy," International Journal of Information Management, Elsevier, vol. 57(C).
    2. Y. Dwivedi & E. Ismagilova & L. Hughes & J. Carlson & R. Filieri & J. Jacobson & V. Jain & H. Karjaluoto & H. Kefi & A. S. Krishen & V. Kumar & M. Rahman & R. Raman & P. Rauschnabel & J. Rowley & J. S, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," Post-Print hal-04713688, HAL.
    3. Sharma, Sujeet Kumar & Sharma, Manisha, 2019. "Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation," International Journal of Information Management, Elsevier, vol. 44(C), pages 65-75.
    4. Dwivedi, Yogesh K. & Ismagilova, Elvira & Hughes, D. Laurie & Carlson, Jamie & Filieri, Raffaele & Jacobson, Jenna & Jain, Varsha & Karjaluoto, Heikki & Kefi, Hajer & Krishen, Anjala S. & Kumar, Vikra, 2021. "Setting the future of digital and social media marketing research: Perspectives and research propositions," International Journal of Information Management, Elsevier, vol. 59(C).
    5. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    6. Pekovic, Sanja & Rolland, Sylvie, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. Jiang, Cuiqing & Rashid, Rao Muhammad & Wang, Jianfei, 2019. "Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 263-270.
    8. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    9. Marzieh Soleimani, 2022. "Buyers' trust and mistrust in e-commerce platforms: a synthesizing literature review," Information Systems and e-Business Management, Springer, vol. 20(1), pages 57-78, March.
    10. Sanja Pekovic & Sylvie Rolland, 2020. "Recipes for achieving customer loyalty: A qualitative comparative analysis of the dimensions of customer experience," Post-Print hal-03329830, HAL.
    11. Wajeeha Aslam & Annas Hussain & Kashif Farhat & Imtiaz Arif, 2020. "Underlying Factors Influencing Consumers’ Trust and Loyalty in E-commerce," Business Perspectives and Research, , vol. 8(2), pages 186-204, July.
    12. Chinchanachokchai, Sydney & Thontirawong, Pipat & Chinchanachokchai, Punjaporn, 2021. "A tale of two recommender systems: The moderating role of consumer expertise on artificial intelligence based product recommendations," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    13. Guangkuan Deng & Jianyu Zhang & Lijuan He & Ying Xu, 2023. "Research on the impact of e-commerce platform’s AI resources on seller opportunism: a cultivational governance mechanism," Nankai Business Review International, Emerald Group Publishing Limited, vol. 14(4), pages 720-745, September.
    14. Fan, Hua & Han, Bing & Gao, Wei, 2022. "(Im)Balanced customer-oriented behaviors and AI chatbots' Efficiency–Flexibility performance: The moderating role of customers’ rational choices," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    15. Laith T. Khrais, 2020. "Role of Artificial Intelligence in Shaping Consumer Demand in E-Commerce," Future Internet, MDPI, vol. 12(12), pages 1-14, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Matti J. Haverila & Kai Haverila & Caitlin McLaughlin & Hailey Tran, 2022. "The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(1), pages 64-81, March.
    2. Alexandra RADU & Mihaela HERCIU, 2025. "Data Analytics, Decision-Making Process And Business Performance: A Bibliometric Analysis," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 20(2), pages 292-313, August.
    3. Janarthanan Balakrishnan & Yogesh K. Dwivedi & Laurie Hughes & Frederic Boy, 2024. "Enablers and Inhibitors of AI-Powered Voice Assistants: A Dual-Factor Approach by Integrating the Status Quo Bias and Technology Acceptance Model," Information Systems Frontiers, Springer, vol. 26(3), pages 921-942, June.
    4. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Shahid, Shadma & Islam, Jamid Ul & Malik, Shehla & Hasan, Uzma, 2022. "Examining consumer experience in using m-banking apps: A study of its antecedents and outcomes," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    7. Raghavendra Prasanna Kumar & Arindam Banerjee & Zahran Al-Salti & S. Ananda, 2024. "Technology acceptance model and customer engagement: mediating role of customer satisfaction," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 1062-1076, September.
    8. Archita Pal Choudhury & Amit Kundu & Dev Narayan Sarkar & Arabinda Bhattacharya, 2023. "Practitioners’ perspectives on the marketing strategies in Indian banking sector: a framework for strategy formulation," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 146-177, March.
    9. Umut Ünal & Rıfgı Buğra Bağcı & Mertcan Taşçıoğlu, 2024. "The perfect combination to win the competition: Bringing sustainability and customer experience together," Business Strategy and the Environment, Wiley Blackwell, vol. 33(5), pages 4806-4824, July.
    10. Zhou, Jiaying & Dahana, Wirawan Dony & Ye, Qiongwei & Zhang, Qingyu & Ye, Mingqi & Li, Xi, 2023. "Hedonic service consumption and its dynamic effects on sales in the brick-and-mortar retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    11. Abdulwahed Nasser M Alharkan & Edyta Wolny-Abouelwafa & Ashwaq Althowibi & Hana Khalid Alhumaid & Amera Alharbi & Haifa Alghamdi & Shahla Abu Zahra, 2024. "Exploring EFL Teachers’ Perspectives on the Role of Social Media for Building Trust in the Workplace," World Journal of English Language, Sciedu Press, vol. 14(6), pages 405-405, November.
    12. Ariana Polyviou & Ilias O. Pappas, 2023. "Chasing Metaverses: Reflecting on Existing Literature to Understand the Business Value of Metaverses," Information Systems Frontiers, Springer, vol. 25(6), pages 2417-2438, December.
    13. Norhidayah Ali & Suhaida Abu Bakar & Rini Lestari, 2025. "From Responsivity to Retention: Unpacking the Role of Timely Engagement in Customer Loyalty," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 494-507, April.
    14. Mirzaei, Abas & Wilkie, Dean Charles Hugh & Burgess, Amelie Jay, 2024. "Does human value-expressive brand anthropomorphism on social media lead to greater brand competitiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    15. Guangce Ruan & Lei Xia & Xin Wen & Yinuo Dong, 2025. "Exploring the Dynamic Interplay of User Characteristics and Topic Influence on Weibo: A Comprehensive Analysis," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 3030-3057, March.
    16. Miguel Ángel Moliner-Tena & Luis José Callarisa-Fiol & Javier Sánchez-García & Rosa María Rodríguez-Artola, 2025. "Service robots and memorable customer experience: The influence of perceived anthropomorphism," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.
    17. Ittamalla, Rajesh & Srinivas Kumar, Daruri Venkata, 2021. "Determinants of holistic passenger experience in public transportation: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    18. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    19. Moch Nur Syamsu & Gatot Sasongko & Roos Kities Andadari & Supramono Supramono, 2022. "The Relationship of Experience, Satisfaction, and Trust of Y Generation Tourist Instagram Social Media Users to Tourism Destination Loyalty in Yogyakarta," Technium Social Sciences Journal, Technium Science, vol. 33(1), pages 516-527, July.
    20. Yogesh K. Dwivedi & Nir Kshetri & Laurie Hughes & Nripendra P. Rana & Abdullah M. Baabdullah & Arpan Kumar Kar & Alex Koohang & Samuel Ribeiro-Navarrete & Nina Belei & Janarthanan Balakrishnan & Sripa, 2023. "Exploring the Darkverse: A Multi-Perspective Analysis of the Negative Societal Impacts of the Metaverse," Information Systems Frontiers, Springer, vol. 25(5), pages 2071-2114, October.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00476-z. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.