Artificial Intelligence and Social Commerce

The widespread adoption of social networks has created the foundation for leveraging artificial intelligence (AI) to enhance social commerce. This study explores the impact of AI-driven product recommendations on social media users' shopping motivation and decision-making. Drawing from multiple theories related to information and technology use, the research investigates how AI-based recommendations shape users' engagement and purchasing behaviors. A survey of 285 participants, analyzed using Structural Equation Modeling, reveals that AI-powered recommendations positively influence shopping motivation, which in turn significantly impacts shopping decisions. These findings underscore the role of tailored AI solutions in driving user interaction and enhancing the digital shopping experience. The study provides valuable insights for e-commerce platforms and marketers seeking to optimize user engagement through AI-driven strategies.