Customers’ Purchase Responses towards Deployment of Personalized Recommendations
Abstract
Advances in the use of Artificial Intelligence driven personalized recommendation in virtual shopping has become a necessity to create unique experience to keep customers happy and engaged. Hence, marketers are making use of these personalized recommendations to build stronger customer relationships as well as to secure an emotional connection with them. Previous research has shown a robust effect of these personalized product recommendations on users’ preference and judgements. But, limited research pertaining to how these product recommendations can help in developing multi-sensory stimuli as well as emotions of the consumers which drives their purchase intention. So, this study developed a conceptual model based on the prism of S-O-R model which addresses the effects of personalized recommendations on consumers’ emotion and purchase decision mechanism. To conduct this research an online survey was performed considering samples from different parts of India to test the relationship among the variables such as personalized product recommendations, visual ability, system accessibility, perceived emotions and purchase intention using structural equation modelling. Findings of the study demonstrated a positive association between personalized recommendations and consumers’ emotions which drives their purchase intention. This study will be useful for marketing managers to know how to deploy personalization to boost purchase responses so that they can devote more efforts to turn browsers into buyers and can give a human touch to online store. Also this study will help academicians to have an established working understanding of how personalized recommendation can influence purchase decision of customers’.