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

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 person alization 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 posi tive impact on online purchase decisions. This finding highlights the importance of implementing AI-powered chatbots and product recommendation systems in online stores.