Consumer Trust Towards AI Chatbots During Product Recommendation on E-commerce Websites: A Study Among Online Shoppers in Visakhapatnam.

Author

Dr. Challa Venkata Naga Siva Kumar , T. Manikanta Reddy


Abstract

 Artificial Intelligence (AI) chatbots are increasingly used on e-commerce websites to answer product queries and recommend products, but the value of their recommendations depends on how far consumers trust them. This study examines consumer trust towards AI chatbots during product recommendation among online shoppers in Visakhapatnam, and tests how recommendation accuracy, personalization, transparency, and privacy and security relate to consumer trust, and how trust relates to purchase intention. A quantitative, descriptive, analytical and cross-sectional design was used. Primary data were collected through a structured 30-question questionnaire, and 90 usable responses were analysed. Mean scores were 3.74 for recommendation accuracy, 3.92 for personalization, 3.77 for transparency, 3.56 for privacy and security, 3.57 for consumer trust and 3.86 for purchase intention. Pearson correlations with consumer trust were positive and strong: recommendation accuracy (r = 0.834), personalization (r = 0.859), transparency (r = 0.876) and privacy and security (r = 0.938); consumer trust and purchase intention were also strongly associated (r = 0.899). Privacy and security had the lowest mean yet the strongest link with trust, so it is the most important area for improvement. The study recommends stronger data protection, clear explanation of recommendations, disclosure of AI use, user control over personalization and a human support option.



Keywords

Artificial Intelligence; AI Chatbots; Consumer Trust; Product Recommendations; E-commerce; Personalization; Transparency; Privacy and Security; Purchase Intention; Visakhapatnam.



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References


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