The Role of Management Information Systems in Enhancing AI-Powered Recommendation Systems and Their Impact on Consumer Behaviour in E-Commerce

Abstract

Introduction: AI recommendations are changing the way people shop online. But how useful they are depends on how much people trust them. If shoppers believe the suggestions are good, they’re more likely to buy. That’s why businesses need to understand consumer trust to make AI work better for them.

Objective: The effects of trust in AI recommendation on purchasing intention and customer satisfaction.

Methods: We used a quantitative survey of e-commerce users; regressions and moderation analysis using R were used to assess how trust levels influenced consumer engagement.

Results: The study's findings indicate that consumers who moderately trust AI recommendations display the greatest engagement and purchase intent. Trust can impair AI reliance at low levels through doubt and at extremely high levels through distrust.

Conclusions:  This study shows that effectiveness of AI increases when people trust it. Businesses should be open about how AI makes suggestions. They should also make recommendations more personal to keep customers engaged. When consumers feel that AI truly understands their preferences, they develop a stronger sense of control, which fosters trust and enhances engagement.