What Makes an AI Persuasive? The Interaction Effect of AI Shopping Assistants and Algorithmic Recommendation Cues on Consumers’ Organic Food Purchase Intention
Sinan Li, Kai Chen · 2026
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Description
Sinan Li and Kai Chen ask what makes an AI shopping assistant convincing when the product is organic food. Across two studies they crossed two kinds of assistant, one analytic and one empathic, with two kinds of recommendation cue. Some cues pointed at the item; others pointed at the shopper's own profile. The pairings interacted. The analytic assistant sold best with item-focused cues, while the empathic assistant won with shopper-focused cues.
Two inner steps carried the effect. Shoppers first judged whether the information felt valid, and that judgment fed their trust in the green claims, which in turn raised buying intent. Mismatched pairings weakened the chain. The authors advise firms to configure assistants and cues as a matched set, and to treat green trust as something to build, not assume.
Catalog record
| CREATOR | Sinan Li, Kai Chen |
|---|---|
| YEAR | 2026 |
| COLLECTION | PAPERS |
| FORMAT | TXT |
| FILE SIZE | 95 KB |
| VERSION | 1.0 |
| LICENSE | CC BY 4.0 |
| RIGHTS | CC BY |
| SOURCE | Europe PMC |