Understanding the perceptions of AI-based content recommendations and enhancing customer engagement on short video platforms: the mediating role of perceived values, self-congruence and empathy

Abstract

In the dynamic domain of short-video platforms, AI recommendations play a vital role in shaping user experiences. This research aims to contribute to a deeper comprehension of the interplay between user perceptions, values, empathy and engagement within the context of AI recommendation systems in short-video platforms. 781 online responses were collected, and a structural equation model was used to analyze the data. The results indicated the significant positive impact of AI recommendation perception on AI recommendation perceived value. AI recommendation perceived value has a significant impact on empathy and self-congruence. The relationship of empathy and self-congruence on customer engagement were found to be positive.