The Impact Of Intelligent Recommendation Systems On The Formation

Abstract

This study examines the impact of intelligent recommendation systems on the formation of purchase intentions among digital consumers, focusing on Jumia platform user. It analyzes how accuracy, personalization, and relevance of recommendations influence user trust and decision-making in online shopping contexts. A descriptive and analytical approach was adopted, supported by field data collected from active Jumia users. Findings reveal that intelligent recommendation systems positively affect purchase intentions by enhancing user experience and increasing trust in digital platforms. Personalized and reliable recommendations strengthen consumer satisfaction and loyalty. The study recommends improving recommendation algorithms to create smarter, user-centered shopping experiences that promote the sustainable growth of e-commerce in the digital era