인공지능 추천 크로스보더가 전자상거래 소비자의 구매의도에 미치는 영향: 지각된 가치의 매개효과를 중심으로

The study examined the past relationship between cross-border e-commerce AI recommendations and consumers' purchase intentions, alongside the influence of perceived value on both AI recommendations and purchase intentions. The paper empirically analyzed the mediating function of perceived value during the consumers' purchase process, utilizing a questionnaire survey. Variables were examined, including the perceived quality of AI-recommended products, methods of information presentation, and the extent of privacy protection. The research delved into the mediating effects of perceived value on consumer purchase intentions, revealing that a positive product reputation, varied information presentation approaches, and a platform's emphasis on consumer privacy protection had mediated purchase intentions through perceived value. In cross-border e-commerce platforms utilizing AI recommendation technology, emphasis has been placed on bolstering brand awareness by refining the quality of recommendation information. Additionally, the adoption of novel technologies to enrich information presentation and investments in privacy protection measures had been deemed crucial for enhancing consumer perceived value and bolstering purchase intentions. Drawing from the research findings and insights, the paper aimed to guide Chinese cross-border e-commerce enterprises in more effectively leveraging AI technology to propel platform development. Furthermore, it had hoped to inspire relevant government departments to comprehensively consider the implications of AI technology on consumer privacy when formulating policies, thereby safeguarding consumer privacy from a policy perspective and fostering the growth of the e-commerce industry.