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Research Article

AI-Driven Recommendation: Impact on Consumer Engagement and Purchasing Decisions in Toledo City

376 reads
Johnreill Kleint Macapaz , Marly Repollo , Dhanna Quell Forniza , Cassandra Poloyapoy , Francis Veron Mala-ay , Rose Marie Barabat , Ade Rose Lumaino , Junpray Broncano , Cirilo Adorable , Renna Perater , Stella Marie Botanas , Jessalyn M. Alqueza
Psych Educ Multidisc J, 2026, 58 (5), 678-685, doi: 10.70838/pemj.580505, ISSN 2822-4353

Abstract

This study examined the impact of AI-driven personalized recommendations on consumer engagement and purchasing decisions among consumers in Toledo City. Guided by the Stimulus-Organism-Response (S-O-R) Model, the study considered AI-driven personalized recommendations as the stimulus influencing consumer engagement and purchasing behavior. A descriptive-correlational research design was used, with data collected from 150 local consumers through a researcher-developed questionnaire. Descriptive statistics, Pearson’s correlation coefficient, and regression analysis were applied to analyze the data. The findings revealed that consumers generally showed positive perceptions toward AI-driven personalized recommendations, consumer engagement, and purchasing decisions. Results also indicated a significant positive relationship between AI-driven personalized recommendations, consumer engagement, and purchasing decisions. Regression analysis further showed that AI-driven personalized recommendations significantly influence how consumers interact with digital platforms and make purchasing choices. The study concludes that effective AI-driven personalization enhances consumer engagement and positively affects purchasing decisions. These findings provide valuable insights for local businesses and marketers in improving digital marketing strategies through personalized and data-driven approaches.
Keywords consumer engagement AI-driven personalized recommendations purchasing decisions S-O-R model local consumers
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The team behind this paper

12 authors, 1 institution.

This paper University of the Visayas University of the Visay… 12 authors Johnreill Kleint Macapaz — corresponding author JM Johnreill Kleint Macapaz ✉ Marly Repollo MR Marly Repollo Dhanna Quell Forniza DF Dhanna Quell Forniza Cassandra Poloyapoy CP Cassandra Poloyapoy Francis Veron Mala-ay FM Francis Veron Mala-ay Rose Marie Barabat RB Rose Marie Barabat Ade Rose Lumaino AL Ade Rose Lumaino Junpray Broncano JB Junpray Broncano Cirilo Adorable CA Cirilo Adorable Renna Perater RP Renna Perater Stella Marie Botanas SB Stella Marie Botanas Jessalyn M. Alqueza JA Jessalyn M. Alqueza

Readership

377 reads over 4 months.

June 2026 September 2026

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Bibliographic Information

Johnreill Kleint Macapaz, Marly Repollo, Dhanna Quell Forniza, Cassandra Poloyapoy, Francis Veron Mala-ay, Rose Marie Barabat, Ade Rose Lumaino, Junpray Broncano, Cirilo Adorable, Renna Perater, Stella Marie Botanas, Jessalyn M. Alqueza, (2026). AI-Driven Recommendation: Impact on Consumer Engagement and Purchasing Decisions in Toledo City, Psychology and Education: A Multidisciplinary Journal, 58(5): 678-685
Bibtex Citation
@article{johnreill_kleint_macapaz2026pemj,
author = {Johnreill Kleint Macapaz and Marly Repollo and Dhanna Quell Forniza and Cassandra Poloyapoy and Francis Veron Mala-ay and Rose Marie Barabat and Ade Rose Lumaino and Junpray Broncano and Cirilo Adorable and Renna Perater and Stella Marie Botanas and Jessalyn M. Alqueza},
title = {AI-Driven Recommendation: Impact on Consumer Engagement and Purchasing Decisions in Toledo City},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2026},
volume = {58},
number = {5},
pages = {678-685},
doi = {10.70838/pemj.580505},
url = {https://scimatic.org/show_manuscript/8186}
}
APA Citation
Macapaz, J.K., Repollo, M., Forniza, D.Q., Poloyapoy, C., Mala-ay, F.V., Barabat, R.M., Lumaino, A.R., Broncano, J., Adorable, C., Perater, R., Botanas, S.M., Alqueza, J.M., (2026). AI-Driven Recommendation: Impact on Consumer Engagement and Purchasing Decisions in Toledo City. Psychology and Education: A Multidisciplinary Journal, 58(5), 678-685. https://doi.org/10.70838/pemj.580505

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