Investigating the Impact of Artificial Intelligence on Consumer Purchase Intention in E-Commerce Platforms

Artificial intelligence (AI) has increasingly transformed e-commerce by enabling personalized recommendations and more efficient consumer interactions. However, the mechanisms through which AI personalization influences consumers’ purchase intention remain insufficiently understood. This study investigates the relationship between AI personalization and purchase intention in e-commerce and examines the mediating roles of cognitive trust, affective trust, and perceived usefulness. A quantitative research design was employed using data from ۲۰۱ valid responses. Correlation, multiple regression, and mediation analyses were conducted to evaluate the proposed relationships. The findings indicate that AI personalization has significant positive relationships with cognitive trust, affective trust, and perceived usefulness. While AI personalization and perceived usefulness did not demonstrate significant direct effects on purchase intention when considered simultaneously with the other explanatory variables, cognitive trust and affective trust showed significant positive effects. Moreover, mediation analysis revealed significant indirect effects through cognitive trust, affective trust, and perceived usefulness. Among these mechanisms, affective trust demonstrated the strongest mediating effect. The findings suggest that the effectiveness of AI in e-commerce depends not only on technological personalization but also on consumers’ psychological responses to AI. Therefore, e-commerce platforms should emphasize trustworthy, transparent, useful, and consumer-centered AI experiences to strengthen purchase intention.

کلیدواژه ها:

Artificial Intelligence ، E-Commerce ، AI Personalization ، Consumer Trust ، Affective Trust ، Perceived Usefulness ، Purchase Intention