Trust in AI-driven recommendation systems and online cosmetic purchase intentions: Evidence from Lazada Vietnam
Published: August 3, 2026
Abstract
This study investigates the impact of artificial intelligence (AI)–driven recommendation systems on the cosmetic purchase intentions of Generation Z and Millennials using Lazada in Ho Chi Minh City. Drawing on 312 valid responses and employing partial least squares structural equation modeling (PLS-SEM), the findings indicate that all seven hypothesized relationships are statistically significant. Among the three exogenous constructs, perceived ease of use exerts the strongest effect on trust (β = 0.537). Trust, in turn, has a substantial direct influence on purchase intention (β = 0.467) and functions as a pivotal mediator linking antecedent factors to behavioral outcomes. The results offer robust empirical insights into the mechanisms through which AI recommendation systems shape consumer decision-making in e-commerce contexts.
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