The influence of machine learning on consumer decision making patterns in Germany: The mediating role of AI recommendation systems for achieving sales and customer satisfaction

Abstract

This paper discussed the influence of machine learning on consumer decision-making patterns in Germany with the mediating role of AI recommendation systems for achieving sales and customer satisfaction. Tools like SmartPLS were used with a data sample of 385 responses for testing variables like ML, AIR, and CDM. The results proved that both are important in shaping consumer decision-making but ML is much more demanding. Thus, businesses should have strict adherence to data protection regulations such as GDPR for building consumer confidence about data handling while using ML and AI. Moreover, the investment must be increased in these technologies which positively influences consumer decision-making.