The impact of AI-powered personalized recommendations on consumers' attitudes and purchase intention in food delivery apps

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School of Business | Bachelor's thesis
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Date

2025

Department

Mikkelin kampus

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Mcode

Degree programme

(Mikkeli) Bachelor’s Program in International Business

Language

en

Pages

63

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Abstract

The purpose of this study is to determine how perceived values of AI-powered personalized recommendations and its external influences impact consumer attitudes and their purchase intention in food delivery apps. The study adopted Value-Attitude-Behaviour (V-A-B) model and measured perceived value through utilitarian and hedonic value. Using a quantitative method, data was collected from 91 respondents via a structured questionnaire and then analysed using SPSS. The study revealed that utilitarian and hedonic values significantly affected consumer attitudes when ordering food via AI-PPRs, with hedonic value having the stronger effect. External cues (e.g., feature layout, social proof) did not affect attitude. Consumer attitudes when ordering via AI-PPRs had a significant, positive relationship with purchase intention in food delivery apps. Consequently, this study offers a number of theoretical and managerial implications regarding the development of AI-PPRs.

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Thesis advisor

Shukla, Paurav

Keywords

AI-powered personalized recommendations, food delivery apps, hedonic, utilitarian, V-A-B framework

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https://urn.fi/URN:NBN:fi:aalto-202505113609

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