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The Impact of AI personalized Recommendation Scale on Consumer Purchase Decisions

In: Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)

Author

Listed:
  • Li Li

    (Nanning University, School of Business)

  • Siqi Li

    (Ningbo University of Finance and Economics, Wealth Management College)

Abstract

In the rapidly changing digital market, AI-based personalized recommendations significantly enhance consumer shopping experiences and drive business growth. This study investigates how the volume of recommendations (independent variable) influences consumer purchase behavior (dependent variable) through perceived attractiveness (mediating variable) and examines the moderating effect of decision-making style. Based on survey data from 380 online shoppers, the results reveal that perceived attractiveness mediates the relationship between recommendation volume and purchase behavior, while decision-making style positively moderates the effect of recommendation volume on perceived attractiveness. These findings uncover the psychological mechanisms underlying the impact of AI personalized recommendations on consumer behavior, offering valuable guidance for optimizing recommendation systems to improve consumer satisfaction and business outcomes.

Suggested Citation

  • Li Li & Siqi Li, 2025. "The Impact of AI personalized Recommendation Scale on Consumer Purchase Decisions," Advances in Economics, Business and Management Research, in: Meilin Zhang & Au Yong Hui Nee & Khurram Shehzad & Sameer Kumar & Ehsan Javanmardi (ed.), Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025), pages 251-263, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-724-3_25
    DOI: 10.2991/978-94-6463-724-3_25
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