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Universitas Mohammad Husni Thamrin
Economics, Econometrics & Finance

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Trust-Based Consumer Responses to Ai Recommendations: Examining Transparency, Purchase Intention, and Digital Skepticism in E-Commerce Jaka Trio Setiawan; Ependi; Hasan Basri
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 2 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i2.4064

Abstract

Artificial intelligence (AI) has transformed e-commerce by enabling recommendations. However, AI recommendations do not necessarily lead to purchasing decisions. This study examines the influence of AI Recommendation Transparency on Purchase Intention, with Trust as a mediating mechanism and Digital Skepticism as a moderating condition. A cross-sectional survey was conducted among 168 undergraduate students at Universitas Mohammad Husni Thamrin, Jakarta, who had experience using AI-based recommendations. The relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that AI Recommendation Transparency significantly influences Trust (β = 0.705, p < 0.001), while its effect on Purchase Intention is not significant (β = 0.104, p > 0.05). Trust significantly influences Purchase Intention (β = 0.610, p < 0.001), indicating its role in translating transparency into purchasing decisions. Digital Skepticism does not significantly moderate the relationship between AI Recommendation Transparency and Purchase Intention (β = 0.062, p > 0.05), but significantly moderates the relationship between Trust and Purchase Intention (β = 0.149, p < 0.05). These findings indicate that transparency alone is insufficient to generate purchase intention; its value emerges when it builds consumer trust. The study highlights the importance of explainable, credible, and responsible AI systems.
Co-Authors Annisa Putri Adyaning Tyas Chairul Hakim Danarti Hariani Fikri Zakaria Fitri Andrijani Hasan Basri Helena Louise Panggabean Irfan Zidni Ita Citra Putriya Ningsih Jaka Trio Setiawan Lily Nabila Lily Nabilah Mansur Maulana Ibrohim Novi Resnowati Reni Febrianti Rinto Rivanto Siti Asita Siti Salwa Wilis