THE IMPACT OF ARTIFICIAL INTELLIGENCE PERSONALIZED RECOMMENDATION ON WILLINGNESS TO CONTINUE USING APP IN CROSS-BORDER E-COMMERCE PLATFORM

Abstract

In the context of the digitalization of the global economy, cross-border e-commerce is becoming one of the most dynamically developing segments of the global market. With increasing competition between digital platforms, it is necessary not only to attract new users, but also to build their loyalty to mobile and web applications.

In this regard, artificial intelligence technologies, in particular, personalized recommendation systems, are of particular importance. They provide customized content and product offerings tailored to the individual preferences of users, which reduces uncertainty and improves the quality of the user experience.

Personalized recommendations based on the analysis of big data and behavioral patterns play a key role in cross-border e-commerce, where there are linguistic, cultural and information barriers. The use of artificial intelligence methods makes it possible to increase the relevance of recommendations, simplify the product selection process, and strengthen trust in the platform. This, in turn, affects users' behavioral intentions and their willingness to continue using applications.