Title: The influence of personalised product recommendations on purchase intention: a theoretical synthesis based on self-determination theory

Authors: Priyadarsini Patnaik; Parameswar Nayak; Siddharth Misra

Addresses: Birla School of Management, Birla Global University, Bhubaneswar-751029, Odisha, India ' Birla School of Management, Birla Global University, Bhubaneswar-751029, Odisha, India ' School of Commerce, XIM University, Bhubaneswar, Odisha, India

Abstract: Although AI-driven personalised recommendations are popular for their perceived usefulness, their impact on consumers' psychology and behaviour has yet to be understood. Also, it remains unclear how these recommendations affect consumer motivation and influence purchase intentions on online shopping platforms, leaving a gap in the research knowledge. Hence, to explain consumer motivation and its impact on consumer purchase intention, this study adopts the self-determination theory (SDT), cognitive evaluation theory (CET), and basic psychological needs theory (BPNT) and has built a theoretical model to bridge this academic gap. This research contributed to the empirical literature by broadening the SDT research paradigm to identify exceptionally personalised recommendations that influence motivation and behaviour intentions. Researchers found that intrinsic motivation positively affects a sense of enjoyment and facilitates people's psychological needs, which affects the willingness of consumers to purchase online. The study's findings will help academics better understand how psychological needs are addressed in online purchasing and how personalised product recommendation motivates the individual toward purchase intention.

Keywords: artificial intelligence; AI; personalised product recommendation; purchase intention; self-determination theory; SDT; cognitive evaluation theory; CET; basic psychological needs theory; BPNT; intrinsic motivation; extrinsic motivation.

DOI: 10.1504/IJBIS.2026.151694

International Journal of Business Information Systems, 2026 Vol.51 No.2, pp.186 - 211

Received: 20 Dec 2021
Accepted: 05 Jun 2022
Published online: 16 Feb 2026 *

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