Influence of Artificial Intelligence Recommendation on Consumers' Purchase Intention Under the Information Cocoon Effect

Abstract

With the rapid development of e-commerce, artificial intelligence (AI) recommendation technology is also evolving rapidly. In the long run, the informa- tion obtained by consumers has become homogeneous, leading to the formation of “information cocoons effect”. However, few researches have examined the influ- ence of information cocoons effect on consumers’ purchase intention. Drawing on the Expectation Confirmation Model (ECM) and Information Ecology Theory, we develop a research model to investigate how information factor (Information Homogeneity), human factor (Personal Innovation), environment factor (Social Influence), and technology factor (Personalized Recommendation Quality, Plat- form Interaction Quality) affect consumers’ satisfaction and purchase intention. Data has been collected from 283 respondents and analyzed with SmartPLS 3.3.9. Findings indicate that Personalized Recommendation Quality, Platform Interac- tionQualitysatisfactionandPerceivedTimeRisksignificantlyinfluencesPurchase Intention. Potential theoretical and practical contributions are also discussed.