@article{ART003335446},
author={Heonjun Kim and Youngwook Seo},
title={The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={2},
pages={237-250},
doi={10.21186/IPR.2026.11.2.237}
TY - JOUR
AU - Heonjun Kim
AU - Youngwook Seo
TI - The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 2
PB - Industrial Promotion Institute
SP - 237
EP - 250
SN - 2466-1139
AB - This study examines how explainability and social influence affect platform loyalty and recommended-book purchase intention through three dimensions of AI recommendation trust—competence, benevolence, and integrity—within the S-O-R framework. Survey data from 350 Korean online bookstore users were analyzed using PLS-SEM. Results reveal two asymmetries. Explainability most strongly activated competence trust (β=0.432), while social influence most strongly activated integrity trust (β=0.484), a pattern not captured by single-dimension trust models. Competence and benevolence trust significantly predicted both outcomes, whereas integrity trust did not translate into behavioral responses despite strong formation. Eight indirect paths through competence and benevolence trust were fully mediated. These findings extend Mayer et al.’s (1995) trust model to AI-based recommendation by demonstrating antecedent activation and behavioral conversion asymmetries. Practically, the results highlight the importance of improving algorithms, leveraging explanation interfaces, and utilizing social influence to build long-term credibility.
KW - AI recommendation trust;explainability;social influence;multidimensional trust;platform loyalty;purchase intention
DO - 10.21186/IPR.2026.11.2.237
ER -
Heonjun Kim and Youngwook Seo. (2026). The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services. Industry Promotion Research, 11(2), 237-250.
Heonjun Kim and Youngwook Seo. 2026, "The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services", Industry Promotion Research, vol.11, no.2 pp.237-250. Available from: doi:10.21186/IPR.2026.11.2.237
Heonjun Kim, Youngwook Seo "The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services" Industry Promotion Research 11.2 pp.237-250 (2026) : 237.
Heonjun Kim, Youngwook Seo. The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services. 2026; 11(2), 237-250. Available from: doi:10.21186/IPR.2026.11.2.237
Heonjun Kim and Youngwook Seo. "The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services" Industry Promotion Research 11, no.2 (2026) : 237-250.doi: 10.21186/IPR.2026.11.2.237
Heonjun Kim; Youngwook Seo. The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services. Industry Promotion Research, 11(2), 237-250. doi: 10.21186/IPR.2026.11.2.237
Heonjun Kim; Youngwook Seo. The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services. Industry Promotion Research. 2026; 11(2) 237-250. doi: 10.21186/IPR.2026.11.2.237
Heonjun Kim, Youngwook Seo. The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services. 2026; 11(2), 237-250. Available from: doi:10.21186/IPR.2026.11.2.237
Heonjun Kim and Youngwook Seo. "The Differential Effects of Explainability and Social Influence on Consumer Behavioral Intention through Multidimensional Trust in AI Book Recommendation Services" Industry Promotion Research 11, no.2 (2026) : 237-250.doi: 10.21186/IPR.2026.11.2.237
