Authors: Nimisa Bhagchandani
Abstract: The rapid growth of digital commerce and the increasing use of artificial intelligence have significantly changed the way consumers make purchase decisions online. One of the most common applications of AI in this space is the use of personalization algorithms, which provide users with tailored product recommendations based on their preferences and past behaviour. While these systems are designed to improve convenience and enhance user experience, they may also create unintended challenges for consumers. This study examines the impact of personalization algorithms on consumer decision fatigue and purchase decision-making in digital commerce contexts. The research focuses on understanding whether personalized recommendations simplify the decision-making process or contribute to cognitive overload. Decision fatigue is considered as a key factor that may influence how consumers respond to multiple product options and recommendations. The findings of the study are expected to provide insights into how personalization influences consumer behaviour beyond its intended benefits. It highlights the need for digital platforms to balance personalization with user comfort and cognitive ease. The study contributes to a better understanding of the psychological effects of personalization and its role in shaping online consumer decision-making.
