INVESTIGATING THE ROLE OF CURIOSITY, FOCUSED IMMERSION, AND TEMPORAL DISSOCIATION ON CONTINUOUS USE INTENTION OF AI RECOMMENDATION SYSTEMS IN E-COMMERCE (A STUDY ON SHOPEE USERS)

Abstract

This study aims to examine and analyze the influence of curiosity, focused immersion, and temporal dissociation on the continuous use intention of AI-based recommendation systems in e-commerce, specifically among Shopee users in Pontianak. The research employs a quantitative and causal associative approach. The respondents in this study are individuals residing in Pontianak, aged 17 years or older, familiar with the Shopee platform, having made purchases on Shopee at least twice during 2024, and knowledgeable about and using AI-based product recommendation features such as Shopee Video, Shopee Live, or visual search. Shopee is an e-commerce application that prioritizes user convenience and ease in shopping. Similarly, its AI-based recommendation system features several core tools designed to personalize the shopping experience by presenting relevant products based on user behavior and preferences, including Shopee Video, Shopee Live, and visual search. The sample size used in this study is 210 respondents, collected using a purposive sampling technique. Data were gathered through questionnaires distributed via Google Forms. The hypotheses were tested using Structural Equation Modeling (SEM) with the assistance of AMOS 22 software. The results indicate that curiosity, focused immersion, and temporal dissociation significantly influence continuous use intention.