Role of Trust, Satisfaction, and Ethical Concerns

The increasing use of artificial intelligence (AI) driven recommendation systems has reshaped consumer decision-making in e-commerce by enabling personalized and data-based interactions. However, limited empirical evidence exists on how trust, satisfaction, and ethical concerns jointly influence customer buying behaviour, particularly in the Indian digital market. This study addresses this gap by examining the combined effects of these factors on consumer responses to AI-based recommendations in Indian e-commerce platforms.
A quantitative research design was adopted, and primary data were collected from 410 active online shoppers using a structured questionnaire. Income-based stratified random sampling was applied to ensure balanced representation across economic groups. The data were analysed using descriptive statistics, reliability and validity testing, Pearson’s correlation, and multiple regression analysis.