1.2 Problem Statement
The integration of Artificial Intelligence (AI) recommendation systems in the e-commerce industry has somewhat changed the way
consumers interact with online platforms. This is especially true through AI-powered recommendation systems. Despite the
increasing use of AI recommendations, there are still key issues that need to be addressed, and these key issues include a lack of
understanding in current research of how AI recommender systems affect consumer behaviour in e-commerce, particularly in
terms of trust, satisfaction and willingness to use. Despite the widespread adoption of AI recommender systems, there is a lack of
in-depth research on the psychological and behavioural impact of these systems on consumers, including information
presentation, system interactions, and community impact. This gap hinders the potential of AI recommender systems, so it is
essential to understand how these AI recommendations affect consumers from their perspective. A full understanding of this
process through research can better optimise their impact on consumer behaviour. This study aims to investigate these key issues
and provide actionable insights for e-commerce platforms.
Although several studies have explored the impact of personalised recommender systems on consumer decision-making, these
studies often lack a comprehensive analysis of consumer trust, satisfaction and willingness to use.Nguyen (2021) points out that
most of the existing research focuses on the technical implementations of recommender systems, and there is less research on the
consumer interaction experience . Ideally, consumers would have a high level of trust and acceptance of AI recommender systems,
leading to increased user engagement and satisfaction (Rodrigues, 2021). However, the potential of AI recommender systems has
not yet been fully realised due to a lack of insight into consumer trust and satisfaction.
Consumer trust in AI recommender systems is influenced by several factors such as transparency, fairness and privacy protection of
the system.