The Impact of AI-Personalized Recommendations on Clicking Intentions: Evidence from Chinese E-Commerce

AI-personalized recommendation technology offers more accurate and diverse choices to consumers and increases click-through rates and sales on e-commerce platforms. Yet, data on consumers’ experiences of AI-personalized recommendations and their impact path on clicking intention are scarce. This article addressed these issues through three studies. In study 1, we adopted the Grounded Theory approach to conduct in-depth interviews with 30 Chinese consumers and constructed a scale to measure the impact of consumer experience on click intention. In study 2, we adopted the empirical research method to conduct reliability and validity tests on 347 valid questionnaires to finalize the scale officially. In study 3,…

• NS
  National Social Science Fund of China

  Award: 15AGL002