The Impact of Shopee Product Recommendation and Visual Search on East Java Early Adopter Purchase Intention
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8725Keywords:
Product Recommendation, Visual Search, Early Adopter, Purchase Intention, ShopeeAbstract
Advances in Artificial Intelligence (AI) technology on e-commerce platforms have driven the emergence of Product Recommendation and Visual Search features to enhance the shopping experience and boost consumer purchase intent. The increasing use of AI in e-commerce is reflected in the growing demand for AI-powered shopping features, including Product Recommendation and Visual Search. However, the effectiveness of these features in influencing consumer purchase intention, particularly among early adopters, remains an important issue. This study aims to analyze the influence of Product Recommendation together with Visual Search on the purchase intent of Shopee users in the early adopter category in East Java. The research adopted a quantitative approach with purposive sampling involving 100 respondents. Data analysis was conducted using SEM-PLS with SmartPLS 4. The findings reveal that Product Recommendation and Visual Search have a significant impact on purchase intention. Moreover, their combined effect on purchase intention is statistically significant. The findings indicate that optimizing Product Recommendation and Visual Search features can increase the purchase intent of Shopee users and provide insights for the development of AI features on e-commerce platforms.
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