Title: Unleashing repurchase behaviour: a moderated mediation model of brand credibility, trust in AI recommendation systems and market turbulence

Authors: Layla Hodaed Alsheikh

Addresses: Business Administration Department, College of Business and Economics, Umm Al-Qura University, P.O. Box 6725, Makkah Al-Mukarramah, Taif Road, 21955, Kingdom of Saudi Arabia

Abstract: Drawing on signalling theory and trust transfer theory, this study first examines how brand credibility (BC) influences consumers' repurchase behaviours (RB). Secondly, this study uncovers how trust in AI recommendation systems (TAIRS) mediates this relationship. Thirdly, we examined the moderating role of market turbulence (MT) in the aforementioned relationships. The study examines this model in a sample of 312 customers through a mediated moderation model using partial least squares structural equation modelling (PLS-SEM). The results indicate that BC has significant influence on RB directly and indirectly through TAIRS. Thus, the results indicate that trust in AI recommendation systems can enhance brand credibility. The findings, however, show that MT has no moderating effect on these associations. This means that consumer trust and repurchase stay the same even when the market fluctuates. We discuss theoretical and managerial implications, followed by arguments on the study's limitations and future directions.

Keywords: brand credibility; repurchase behaviour; market turbulence; trust in AI recommendation systems.

DOI: 10.1504/IJTMKT.2026.155239

International Journal of Technology Marketing, 2026 Vol.20 No.3, pp.322 - 341

Received: 15 Jun 2025
Accepted: 08 Dec 2025
Published online: 29 Jul 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article