The Impact of Personalisation Algorithms on Consumer Engagement and Purchase Behaviour in AI-Enhanced Virtual Shopping Assistants

The Impact of Personalisation Algorithms on Consumer Engagement and Purchase Behaviour in AI-Enhanced Virtual Shopping Assistants | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Impact of Personalisation Algorithms on Consumer Engagement and Purchase Behaviour in AI-Enhanced Virtual Shopping Assistants Ruhi Rachna Misra, Shikha Kapoor, M A Sanjeev This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-3970797/v1 This work is licensed under a CC BY 4.0 License Status: Under Revision Version 1 posted 5 You are reading this latest preprint version Abstract Algorithms are increasingly used in consumer-oriented decision-making, and understanding how customers respond to them is crucial. The research is grounded in self-determination theory and aims to identify AI algorithm variables that affect consumers' decision-making. These can improve consumers' pleasure, and engagement and boost revenue by increasing customer loyalty. Online shopping involves making purchases through the internet, following a five-phase process. Artificial intelligence is revolutionizing customer engagement by providing tailored experiences and insights. Generative and conversational AI can generate product recommendations, while AI-driven systems offer advantages for both businesses and consumers, boosting sales, and customer satisfaction, and optimizing the shopping process. The study uses Social Exchange Theory (SET) and Service-Dominant Logic (SDL) to study how AI-powered technology can benefit consumers by offering personalized recommendations and quick service. According to the study, different roles played by algorithmic agents have different impacts on consumers' purchasing decisions. This is consistent with the inverted U-shaped hypothesis. Purchase decisions made by customers have the most influence when algorithmic decision-making autonomy is at a medium degree. The psychological processes and behavioral attitudes of customers towards AI services and buying decisions must be understood. It recommends businesses prioritize personalized algorithm design and raise users' self-efficacy to maintain control over the purchasing process. Understanding customer engagement and balancing AI and human interaction can improve customer engagement strategies and satisfaction. Artificial Intelligence Virtual Shopping Assistant Digital Transformation Business Chabot etc. Full Text Cite Share Download PDF Status: Under Revision Version 1 posted Editorial decision: Major revisions 16 Jul, 2024 Reviewers agreed at journal 14 May, 2024 Reviewers invited by journal 13 May, 2024 Editor invited by journal 15 Mar, 2024 First submitted to journal 14 Mar, 2024 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-3970797","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":301981825,"identity":"73b94209-4b7d-418d-b129-063f2a739a4b","order_by":0,"name":"Ruhi Rachna Misra","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAA1klEQVRIiWNgGAWjYDACZgiVwCb/+ACQlpAhQQtDWgJICw/RlgGV5xiAGIS16LazP/vwc8/hPD6GM59f3aix4GFgP3x0Az4tZod5jGf2PDtczMbYu8065xjQYTxpaTcIaGFm4DlwOLGNmXebcQ4bUIsEjxkBLeyPGf+AtLDxPDPO+UeUFgZjZrAtPDzMj3PbiNLCY8wscyA9sU2CzYw5t0+Ch42gX84ff8z45oB14vwZzI8/53yrk+NnP3wMrxZkwCYBJolVDgLMH0hRPQpGwSgYBSMHAADwtERJoehxmwAAAABJRU5ErkJggg==","orcid":"https://orcid.org/0009-0001-5630-6039","institution":"Amity University Noida Business School","correspondingAuthor":true,"prefix":"","firstName":"Ruhi","middleName":"Rachna","lastName":"Misra","suffix":""},{"id":301981826,"identity":"c1fd4fe0-b60e-4350-900e-39a887277684","order_by":1,"name":"Shikha Kapoor","email":"","orcid":"https://orcid.org/0000-0002-2562-0252","institution":"Amity University Noida Business School","correspondingAuthor":false,"prefix":"","firstName":"Shikha","middleName":"","lastName":"Kapoor","suffix":""},{"id":301981827,"identity":"77db5420-e1aa-4e12-ba22-57fa73a83f7b","order_by":2,"name":"M A Sanjeev","email":"","orcid":"","institution":"Jaipuria Indore: Jaipuria Institute of Management - Indore Campus","correspondingAuthor":false,"prefix":"","firstName":"M","middleName":"A","lastName":"Sanjeev","suffix":""}],"badges":[],"createdAt":"2024-02-19 19:57:01","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-3970797/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-3970797/v1","draftVersion":[],"editorialEvents":[],"editorialNote":"","failedWorkflow":false,"files":[{"id":56918456,"identity":"1a0573d4-a17a-42bb-b5d7-9df8f330409d","added_by":"auto","created_at":"2024-05-22 06:59:04","extension":"pdf","order_by":1,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":602694,"visible":true,"origin":"","legend":"","description":"","filename":"RuhiMisraPaperIDICTTEM1214.pdf","url":"https://assets-eu.researchsquare.com/files/rs-3970797/v1_covered_79ab2cb4-52a8-4486-a461-126679cfb445.pdf"}],"financialInterests":"","formattedTitle":"The Impact of Personalisation Algorithms on Consumer Engagement and Purchase Behaviour in AI-Enhanced Virtual Shopping Assistants","fulltext":[],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":false,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":false,"isAuthorSuppliedPdf":true,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":true,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"international-journal-of-system-assurance-engineering-and-management","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"ijsa","sideBox":"Learn more about [International Journal of System Assurance Engineering and Management](http://link.springer.com/journal/13198)","snPcode":"13198","submissionUrl":"https://www.editorialmanager.com/ijsa/default2.aspx","title":"International Journal of System Assurance Engineering and Management","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"em","reportingPortfolio":"Springer Hybrid","inReviewEnabled":true,"inReviewRevisionsEnabled":false},"keywords":"Artificial Intelligence, Virtual Shopping Assistant, Digital Transformation, Business, Chabot etc.","lastPublishedDoi":"10.21203/rs.3.rs-3970797/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-3970797/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eAlgorithms are increasingly used in consumer-oriented decision-making, and understanding how customers respond to them is crucial. 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