The influence of artificial intelligence in product recommendation systems and brand value on consumer purchase intention on marketplace E-commerce platforms

Narudom Torthienchai () and Kawin Chuaikaew ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 2549-2556

Abstract: This study investigates the influence of artificial intelligence on consumer purchase intentions on marketplace e-commerce platforms. The objective is to examine the relationship between AI marketing and brand equity influencing consumer purchase intentions. This study, conducted quantitatively with 400 consumers who have purchased on marketplace e-commerce platforms, investigated the relationship between AI marketing and brand equity influencing consumer purchase intentions. The study involved a quantitative study with a sample of 400 consumers who had experience shopping on marketplace e-commerce platforms. The results suggest that AI alone may not drive purchase decisions if consumers lack trust in a brand's products. In particular, brand equity, which encompasses brand awareness, brand association, perceived quality, and brand loyalty, remains a key factor influencing consumer purchase intentions. This study suggests that digital marketers should prioritize building brand trust alongside the use of AI to meet consumer needs. Future research should explore alternative e-commerce platforms, such as live commerce and social commerce, as well as additional variables related to changing consumer behavior.

Keywords: Artificial intelligence marketing; Brand equity; Perceived quality; Purchase intention. (search for similar items in EconPapers)
Date: 2025
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