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

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The Impact of AI personalized Recommendation Scale on Consumer Purchase Decisions

Authors
Li Li1, Siqi Li2, *
1School of Business, Nanning University, Nanning, 530200, China
2Wealth Management College, Ningbo University of Finance and Economics, Ningbo, Zhejiang, 315175, China
*Corresponding author. Email: 2683273391@qq.com
Corresponding Author
Siqi Li
Available Online 26 May 2025.
DOI
10.2991/978-94-6463-724-3_25How to use a DOI?
Keywords
AI personalized recommendations; Recommendation scale; User perception; Decision-making style; Purchase decision
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
26 May 2025
ISBN
978-94-6463-724-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-724-3_25How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Li Li
AU  - Siqi Li
PY  - 2025
DA  - 2025/05/26
TI  - The Impact of AI personalized Recommendation Scale on Consumer Purchase Decisions
BT  - Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)
PB  - Atlantis Press
SP  - 251
EP  - 263
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-724-3_25
DO  - 10.2991/978-94-6463-724-3_25
ID  - Li2025
ER  -