AI-Driven Digital Touchpoints and Consumer Trust: The Role of Perceived Transparency, Perceived Risk, and Purchase Intention in Online Grocery Retail
Author
Mahjabin, Farzana
Term
4. Semester
Publication year
2026
Submitted on
2026-05-31
Abstract
This thesis examines how AI-driven digital touchpoints in online grocery retail—such as search bars, recommendation carousels, and personalized suggestions—shape consumer trust and purchase intention, with a particular focus on perceived transparency and perceived risk. Using a mixed-methods design, the study combines a quantitative survey (146 responses) analyzed in IBM SPSS through reliability tests, correlation and regression analyses, and Baron and Kenny mediation, with a qualitative analysis of consumer app reviews. Findings indicate that customized recommendation carousels and a sense of transparency increase consumer trust in AI-based recommendation systems, and trust in turn positively influences purchase intention. In the quantitative model, perceived risk did not significantly reduce trust. App reviews further reveal that while consumers value personalization and convenience, they remain concerned about privacy and intrusive recommendations. Overall, the study highlights trust and transparency as central drivers of consumer responses to AI in digital grocery platforms.
Denne afhandling undersøger, hvordan AI-drevne digitale berøringspunkter i online dagligvarehandel—såsom søgefelter, anbefalingskaruseller og personaliserede forslag—påvirker forbrugernes tillid og købsintention, med særligt fokus på oplevet transparens og oplevet risiko. Med en mixed-methods tilgang kombinerer studiet en kvantitativ spørgeskemaundersøgelse (146 besvarelser) analyseret i IBM SPSS gennem reliabilitetstests, korrelations- og regressionsanalyser samt Baron og Kenny-mediatoranalyse, med en kvalitativ analyse af forbrugeranmeldelser af dagligvareapps. Resultaterne viser, at tilpassede anbefalingskaruseller og en oplevelse af transparens øger forbrugernes tillid til AI-baserede anbefalingssystemer, og at tillid positivt påvirker købsintention. I den kvantitative model reducerede oplevet risiko ikke signifikant tilliden. Samtidig fremhæver app-anmeldelser, at forbrugere værdsætter personalisering og bekvemmelighed, men udtrykker bekymringer om privatliv og påtrængende anbefalinger. Samlet peger studiet på, at tillid og transparens er centrale drivkræfter for positive forbrugerreaktioner på AI i digitale dagligvareplatforme.
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