Predictive basket steering and shopper choice sovereignty in AI-enabled retailing: A self-determination theory perspective

As artificial intelligence becomes embedded in online retailing, personalization systems increasingly shape consumers’ shopping baskets rather than merely recommend products. Drawing on Self-Determination Theory, this study examines how predictive basket steering is associated with shopper choice sovereignty and retailer reliance comfort among Chinese online grocery shoppers. Predictive steering is conceptualized through three mechanisms: option pruning convenience, preference reflection accuracy, and commercial intent transparency. Survey data from 483 shoppers were analyzed using partial least squares structural equation modeling, with post-stratification calibration to national demographic benchmarks. The results indicate that predictive steering is positively associated with all three mechanisms, and each mechanism is positively associated with shopper choice sovereignty. Preference reflection accuracy and transparency are also directly associated with retailer reliance comfort, whereas option pruning convenience has no direct association with reliance comfort. Shopper choice sovereignty, in turn, is strongly associated with retailer reliance comfort. The study contributes to AI-enabled retailing research by highlighting that convenience alone is insufficient for comfortable reliance; rather, perceived decision authorship (sovereignty) is the central mechanism. It suggests that effective basket steering should combine convenience and personalized relevance with transparent, revisable, and consumer-controlled choice architecture.