Consumer Trust in AI Algorithms Used in E-Commerce: A Case Study of College Students at a Romanian Public University

Abstract

The aim of this cross-sectional study was to investigate the factors associated with trust in AI algorithms used in the e-commerce industry in Romania. The motivation for conducting this analysis arose from the observation of a research gap in the Romanian context regarding this specific topic. The researchers utilized a non-probability convenience sample of 486 college students enrolled at a public university in Romania, who participated in a web-based survey focusing on their attitudes towards AI in e-commerce. The findings obtained from an ordinal logistic model indicated that trust in AI is significantly influenced by factors such as transparency, familiarity with other AI technologies, perceived usefulness of AI recommenders, and the students’ field of study. To ensure widespread acceptance and adoption by consumers, it is crucial for e-commerce companies to prioritize building trust in these new technologies. This study makes significant contributions to our understanding of how young consumers in Romania perceive and evaluate AI algorithms utilized in the e-commerce sector. The findings provide valuable guidance for e-commerce practitioners in Romania seeking to effectively leverage AI technologies while building trust among their target audience.