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Artificial Intelligence-Powered Tools for Personalized Product Recommendations in E-Commerce: The Role of User Satisfaction on Online Purchase Decisions

In: Building Resilience Through Digital Transformation and Sustainable Innovation

Author

Listed:
  • Julia Mischin

    (Neapolis University Pafos)

  • Georgios A. Deirmentzoglou

    (Neapolis University Pafos)

  • Sofia Daskou

    (Neapolis University Pafos)

  • Eirini Vlassi

    (Neapolis University Pafos)

Abstract

Since their inception, e-commerce platforms have been continuously innovating to enhance the user experience. The application of artificial intelligence (AI) in various areas of digital marketing, especially in personalization tactics, is a key part of online businesses digital transformation. The growing use of AI-powered tools has had a significant effect on consumer behavior and is therefore becoming an emerging area that merits empirical and theoretical exploration. AI-powered personalization influences consumer experiences and decision-making. However, as the use of AI tools in e-commerce has grown rapidly in recent years, more research is needed in this area. This study, is a quantitative online survey of 182 German e-commerce users, investigating the role of user satisfaction on online purchase decisions. The data analysis shows that satisfaction in using AI-powered tools has a significant positive impact on online purchase decisions. This finding highlights the importance of implementing AI-powered chatbots and product recommendation systems in online stores.

Suggested Citation

  • Julia Mischin & Georgios A. Deirmentzoglou & Sofia Daskou & Eirini Vlassi, 2025. "Artificial Intelligence-Powered Tools for Personalized Product Recommendations in E-Commerce: The Role of User Satisfaction on Online Purchase Decisions," Springer Proceedings in Business and Economics, in: Ilona Bartuseviciene & Buracas Antanas & Anastasios Karasavvoglou & Persefoni Polychronidou (ed.), Building Resilience Through Digital Transformation and Sustainable Innovation, pages 235-247, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-90054-9_15
    DOI: 10.1007/978-3-031-90054-9_15
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