Artificial Intelligence-Powered Tools for Personalized Product Recommendations in E-Commerce: The Role of User Satisfaction on Online Purchase Decisions

Julia Mischin (), Georgios A. Deirmentzoglou (), Sofia Daskou () and Eirini Vlassi ()
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Julia Mischin: Neapolis University Pafos
Georgios A. Deirmentzoglou: Neapolis University Pafos
Sofia Daskou: Neapolis University Pafos
Eirini Vlassi: Neapolis University Pafos

A chapter in Building Resilience Through Digital Transformation and Sustainable Innovation, 2025, pp 235-247 from Springer

Abstract: Abstract Since their inception, e-commerce platforms have been continuously innovating to enhance the user experience. The application of artificial intelligence (AI) in various areas of digital marketing, especially in personalization tactics, is a key part of online businesses digital transformation. The growing use of AI-powered tools has had a significant effect on consumer behavior and is therefore becoming an emerging area that merits empirical and theoretical exploration. AI-powered personalization influences consumer experiences and decision-making. However, as the use of AI tools in e-commerce has grown rapidly in recent years, more research is needed in this area. This study, is a quantitative online survey of 182 German e-commerce users, investigating the role of user satisfaction on online purchase decisions. The data analysis shows that satisfaction in using AI-powered tools has a significant positive impact on online purchase decisions. This finding highlights the importance of implementing AI-powered chatbots and product recommendation systems in online stores.

Keywords: Artificial intelligence; Personalized product recommendations; User satisfaction; Online purchase decision; e-commerce; Digital marketing; L81; M31; M37 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-90054-9_15

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DOI: 10.1007/978-3-031-90054-9_15

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