Influence of Artificial Intelligence Recommendation on Consumers’ Purchase Intention Under the Information Cocoon Effect

With the rapid development of e-commerce, artificial intelligence (AI) recommendation technology is also evolving rapidly. In the long run, the information obtained by consumers has become homogeneous, leading to the formation of "information cocoons effect". However, few researches have examined the influence of information cocoons effect on consumers' purchase intention. Drawing on the Expectation Confirmation Model (ECM) and Information Ecology Theory, we develop a research model to investigate how information factor (Information Homogeneity), human factor (Personal Innovation), environment factor (Social Influence), and technology factor (Personalized Recommendation Quality, Platform Interaction Quality) affect consumers' satisfaction and purchase intention. Data has been collected from 283 respondents and analyzed with SmartPLS 3.3.9. Findings indicate that Personalized Recommendation Quality, Platform Interaction Quality satisfaction and Perceived Time Risk significantly influences Purchase Intention. Potential theoretical and practical contributions are also discussed.