The effect of artificial intelligence-based purchasing recommendations on consumer purchasing decision process

Artificial intelligence (AI)-based recommendation systems have increasingly become an effective marketing tool in response to the digital transformation of consumer behavior. These systems accelerate decision-making processes in online environments and possess the potential to directly shape users' product choices. Particularly, their capacity to influence consumer decisions through personalized recommendations positions them beyond the scope of traditional marketing approaches. In this context, AI-driven recommendation systems, whose influence on the consumer purchase decision process has become increasingly evident, have emerged as a strategic area of research in the marketing literature. Therefore, an in-depth examination of the impact of AI-based recommendation systems on decision-making processes holds significant importance for both academic research and practical marketing applications. In line with these considerations, this study aims to determine the effects of recommendation systems on the consumer purchase decision process. Accordingly, the purpose of the study is to examine how AI-based purchase recommendations influence the stages of consumers' purchase decision processes. To achieve this aim, a survey was administered to 548 consumers aged 18 and above who reside within national borders and utilize AI-based purchase recommendation systems in e-commerce. However, due to time and cost limitations, it was not possible to reach the entire population; therefore, a non-probability sampling method specifically, convenience sampling was employed in line with the research purpose and design. In this study, descriptive statistics and reliability analyses were conducted using the SPSS software package, while confirmatory factor analysis and structural modeling were performed using SmartPLS 4. The results revealed that AI-based purchase recommendations have a positive effect on the consumer purchase decision process, thus supporting the research hypothesis. Consequently, this study is expected to serve as a valuable guide for businesses seeking to implement AI-based marketing practices more effectively and for consumers aiming to make more informed decisions on digital platforms. Keywords: Artificial Intelligence Recommendation Systems, Personalized Recommendations, Data-Driven Marketing, Purchase Decision Process, Digital Marketing