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

Key Points

• The research aims to understand how brand credibility and trust in AI recommendation systems influence repurchase behavior amidst market turbulence.
• Developed a moderated mediation model using structural equation modeling.
• Collected data from users of AI recommendation systems across various market conditions.
• Analyzed relationships between brand credibility, trust, and repurchase behavior.
• Found a positive correlation between brand credibility and repurchase behavior.
• Established that trust in AI recommendation systems mediates the relationship between brand credibility and repurchase behavior.
• Identified market turbulence as a significant moderator affecting these relationships.