Abstract :

In The Realm Of Online Shopping, Artificial Intelligence (AI) Is Experiencing Tremendous Expansion And Changed How Online Platforms Engage With Customers By Providing Personalized Product Recommendations. AI-based Recommendation Systems Analysebrowsing History, Purchase Patterns, And Preferences Of Consumer To Suggest Relevant Products.This Gives The Outstanding Shopping Experience To Consumer. This Conceptual Study Examines The Impact Of Artificial Intelligence (AI) On Product Recommendations On Consumer Purchase Intentions In The Case Of Online Shoppers In Mandsaur District. Utilizing The Stimulus–Organism–Response (S-O-R) Framework And The Technology Acceptance Model (TAM), The Study Proposes That AI-driven Recommendations Act As A Stimulus That Shapes Perception Of Consumer, As An Example Perceived Personalization, Trust, And Usefulness. These Perceptions, In Turn, Influence The Consumer Intentionto Make A Purchase Of Thoseproducts Recommend By AI. The Paper Propose A Theoretical Framework To Understand The Way In Which Recommendation Systems Driven By Artificial Intelligence Can Affect Consumer Decision-making In Online Retail Environments. The Outcomes Of This Study Provide Marketers And E-commerce Platforms A Valuable Insights To Design More Effective Recommendation Systems That Boosts Consumer Engagement And Increase Purchase Intentions In Emerging Digital Markets.

Published:

15-4-2026

Issue:

Vol. 26 No. 4 (2026)

Page Nos:

2315 - 2327

Section:

Articles

License:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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