The Impact Of AI Personalized Recommendation On Consumers’ Impulse Purchase Intention

With the development of science and technology,personalized recommendation based on artificial intelligence technology has become a common way for enterprises and platforms to provide suggestions to consumers.The existing researches in the academic circle focus more on the algorithm implementation of artificial intelligence personalized recommendation,but the researches on its internal influence mechanism from the perspective of consumer behavior are rarely involved.Through research on personalized recommendation and artificial intelligence literature,based on the theory of SOR,personalized recommendation to build artificial intelligence theory model of impulse for the consumer purchase intention,combining with the consumer shopping psychology,with the aid of scenario simulation experiment method,to university students as the subjects,as the experiment,three groups of experiments,a total recovery of 688 valid sample data,Using relevant data analysis methods,this paper examines the relationship among AI personalized recommendation,human personalized recommendation,consumer impulse purchase intention,perceived risk and perceived trust.The results show that:(1)different personalized recommendation methods have significant difference on consumers’ impulse purchase intention.Compared with human personalized recommendation,AI personalized recommendation is more likely to cause consumers’ impulse purchase intention;(2)Perceived risk plays a mediating role between personalized recommendation(AI personalized recommendation and human personalized recommendation)and impulse purchase intention;(3)The impact of personalized recommendation on perceived risk varies with different personalized recommendation methods.Personalized recommendation by AI has a greater impact on perceived risk than personalized recommendation by human.(4)Perceived trust plays a mediating role between personalized recommendation(AI personalized recommendation and human personalized recommendation)and impulse purchase intention;(5)The impact of personalized recommendation on perceived trust varies with different personalized recommendation methods.Personalized recommendation by human has a greater impact on consumers’ perceived trust than personalized recommendation by AI.Combined with the above research results,this paper reveals the impact of artificial intelligence personalized recommendation on consumers’ impulse purchase intention and its intermediary mechanism,provides feasible strategic management inspiration for platforms and enterprises to correctly and efficiently apply artificial intelligence personalized recommendation,and envisages the future research development direction.