The Influence of AI-Powered Reviews on Consumer Purchase Intention and Decision in E-Commerce: An Adapted UTAUT2 Approach

Abstract—The increasing adoption of AI-powered reviews in e-commerce platforms has changed how consumers evaluate products and make purchase decisions. This study aims to examines the influence of AI-powered reviews on purchase intention and purchase decision by adapting the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. This research investigates the effect of effort expectancy, performance expectancy, hedonic motivation, personal innovativeness and trust on consumers purchase intention as well as the effect of purchase intention on purchase decision. The data were collected using online survey method and 382 Indonesian e-commerce consumers participated in the study. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.6. The result shows that all variables significantly influence purchase intention toward AI-powered reviews. Furthermore, purchase intention is found to significantly affect purchase decision. This study however, is restricted to Indonesian consumers and uses self-reported data, suggesting that future research might examine cross-cultural contexts and long-term behavioral impacts.