Wang Wenxin, Chen Zhiguang, Kuang Jiwei
Leeds University Business School, University of Leeds, Leeds LS2 9JT, UK.
Panxi Crops Research and Utilization Key Laboratory of Sichuan Province, College of Agricultural Sciences, Xichang University, Xichang 615000, China.
Foods. 2025 Mar 13;14(6):976. doi: 10.3390/foods14060976.
Amid rapid advancements in artificial intelligence (AI), personalized recommendation systems have become a key factor shaping consumer decision-making in functional food purchases. However, the influence of AI recommendation characteristics on purchase intention, particularly the underlying mediating mechanisms, remains underexplored. This study aims to investigate how AI recommendation features (personalization and transparency), along with functional food attributes (perceived health benefits and perceived naturalness), influence purchase intention through the mediating roles of perceived packaging and perceived value. Grounded in the Stimulus-Organism-Response framework, data were collected via a structured questionnaire survey, and structural equation modeling was employed for hypothesis testing and model validation. The results indicate that AI recommendation personalization significantly enhances purchase intention both directly and indirectly, while transparency influences purchase intention only through perceived value, emphasizing its role in fostering trust rather than directly driving purchasing behavior. Additionally, perceived health benefits positively influence purchase intention both directly and through mediation, whereas perceived naturalness affects purchase intention only indirectly via perceived value. These findings contribute to consumer behavior research by elucidating psychological mechanisms underlying AI-driven purchase decisions while also providing insights for functional food marketers on how to effectively integrate AI recommendation systems to enhance consumer engagement.
在人工智能（AI）迅速发展的背景下，个性化推荐系统已成为影响消费者功能性食品购买决策的关键因素。然而，人工智能推荐特征对购买意愿的影响，尤其是潜在的中介机制，仍未得到充分探索。本研究旨在探讨人工智能推荐特征（个性化和透明度）以及功能性食品属性（感知到的健康益处和感知到的天然性）如何通过感知包装和感知价值的中介作用影响购买意愿。基于刺激-机体-反应框架，通过结构化问卷调查收集数据，并采用结构方程模型进行假设检验和模型验证。结果表明，人工智能推荐的个性化直接和间接地显著增强了购买意愿，而透明度仅通过感知价值影响购买意愿，强调了其在促进信任而非直接推动购买行为方面的作用。此外，感知到的健康益处直接和通过中介作用对购买意愿产生积极影响，而感知到的天然性仅通过感知价值间接影响购买意愿。这些发现通过阐明人工智能驱动的购买决策背后的心理机制，为消费者行为研究做出了贡献，同时也为功能性食品营销人员提供了关于如何有效整合人工智能推荐系统以增强消费者参与度的见解。
