The Formation of Consumer Value under AI-Based Recommendation Content in the Digital Economy

This study investigates how integrated strategic communication influences the process of consensus building and organizational readiness during digital innovation in the retail banking industry. This study examined how the technological attributes of AI-based short-form content recency, reliability, and shareability effect cognitive attributes, specifically convenience and usefulness, and how these cognitive responses subsequently influence satisfaction and repurchase intention. Analyzed differences based on consumers’ levels of functional and economic value. A survey was conducted with 400 consumers who had viewed AI-based short-form content and purchased the recommended product, and the research model was validated using exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and multi-group analysis. The results showed that relevance and the possibility of distribution significantly increase perceived convenience (β = 0.366 and β = 0.600; p < 0.001), while reliability has a positive effect on usefulness (β = 0.266; p < 0.001), which, in turn, significantly increases the intention of repeat purchase (β = 0.921; p < 0.001). The practical significance of the study lies in substantiating the priority of increasing the perceived usefulness and trust in AI content in order to increase loyalty and repeat demand. The prospects for further research are related to expanding the sample to different age and gender groups, comparative analysis of various types of AI algorithms, as well as studying the long-term effects of personalization in the context of digital transformation of consumer markets. 

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