Spiritual Trust in AI Systems: Investigating the Role of Ta‘abbud in Personalized E-Commerce for Generation Z
DOI:
https://doi.org/10.15575/am.v12i2.46646Keywords:
Spiritual Trust, Role Ta‘abbud, Personalized, E-Commerce, Generation ZAbstract
The rapid growth of AI-based e-commerce has yet to integrate spiritual values such as ta‘abbud, essential for Muslim consumers in fostering trust and holistic well-being. This study aims to explore the role of ta‘abbud in AI recommendation systems, enhancing consumer well-being materially and spiritually through increased consumer trust. The research is grounded in four theoretical frameworks: the Technology Acceptance Model (TAM), Consumer Well-Being, Consumer Behavior, and AI Personalization. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess relationships between variables. Data were collected via a stratified sampling questionnaire involving 240 Generation Z respondents. The findings reveal that information accessibility significantly influences the shopping experience (R² = 0.743), whereas recommendation quality moderately affects consumer trust (R² = 0.724). Furthermore, AI-based recommendation personalization enhances consumer well-being (R² = 0.635) by improving trust and recommendation relevance (R² = 0.586). Although the effect of ta‘abbud is relatively small, it plays a meaningful role in shaping trust in AI systems, particularly for halal product purchases. This study offers practical implications for Sharia-compliant e-commerce in building consumer loyalty through value-based strategies.
References
Abumalloh, Rabab Ali, Mehrbakhsh Nilashi, Osama Halabi, and Raian Ali. “Journal of Innovation Behavioural Theory.” Journal of Innovation & Knowledge 9, no. 4 (2024): 100569. https://doi.org/10.1016/j.jik.2024.100569.
AG, Aishwarya Gowda, Hui-Kai Su, and Wen-Kai Kuo. “Personalized E-Commerce: Enhancing Customer Experience through Machine Learning-Driven Personalization.” In 2024 IEEE International Conference on Information Technology, Electronics and Intelligent Communication Systems (ICITEICS), 1–5. IEEE, 2024. http://dx.doi.org/10.1109/ICITEICS61368.2024.10624901.
Ahrens, Rudy de Barros, Luciana da Silva Lirani, and Antonio Carlos de Francisco. “Construct Validity and Reliability of the Work Environment Assessment Instrument WE-10.” International Journal of Environmental Research and Public Health 17, no. 20 (2020): 1–19. https://doi.org/10.3390/ijerph17207364.
Ariyanto, Kukoh Mey, Chandra Lukita, Tuti Nurhaeni, Yusuf Febriansyah, Rifqa Bila, and Lukita Pasha. “Optimizing Online Shopping with Smart-Pls as a Tool for e-Commerce Enhancement.” In 2024 3rd International Conference on Creative Communication and Innovative Technology (ICCIT), 1–7. IEEE, 2024. http://dx.doi.org/10.1109/ICCIT62134.2024.10701152 .
Assiddiqi, M. Irfan, AA Miftah, Yuliana Safitri, Sri Rahma, Argianov Ramadhan, Anya Suci Kharisma, Anya Suci Kharisma, and Aldi Sanjaya. “Influence of Halal Awareness, Islamic Branding, Celebrity Endorsers and Israel Product Boicots on E-Commerce Product Purchase Decisions (Study of Lecturers and Staff of Sulthan Thaha Saifuddin Jambi State Islamic University).” International Journal of Economics (IJEC) 3, no. 2 (2024): 1142–53. https://doi.org/10.55299/ijec.v3i2.1120.
Bunea, Ovidiu-Iulian, Razvan-Andrei Corbos, Sorina Ioana Misu, Monica Triculescu, and Andreea Trifu. “The Next-Generation Shopper: A Study of Generation-Z Perceptions of AI in Online Shopping.” Journal of Theoretical and Applied Electronic Commerce Research 19, no. 4 (2024): 2605–29. https://doi.org/10.3390/jtaer19040125.
Cherukuri, Bangar Raju. “AI-Powered Personalization : How Machine Learning Is Shaping the Future of User Experience.” International Journal of Science and Research Archive 12, no. 01 (2024): 3111–26. https://doi.org/10.30574/ijsra.2024.12.1.0961.
Collis, Avinash. “Consumer Welfare in the Digital Economy.” SSRN Electronic Journal 68, no. 1987 (2020). https://doi.org/10.2139/ssrn.3733700.
Deepta, C S, R Kaviya, and N Sivakumar. “Enhancing E-Commerce with Personalized Product Recommendations Enhancing E-Commerce with Personalized Product Recommendations,” 2024, 0–13. https://doi.org/10.20944/preprints202410.2506.v1.
Eshaghi, Mohammad Sadegh, Mona Afshardoost, and Jana Lay-Hwa Bowden. “Consumer Well-Being (CWB): Conceptualisation, Contextualisation and a Research Agenda.” The Service Industries Journal 43, no. 9–10 (2023): 618–41. https://doi.org/10.1080/02642069.2023.2197644.
Fink, Lior, Leorre Newman, and Uriel Haran. “Let Me Decide: Increasing User Autonomy Increases Recommendation Acceptance.” Computers in Human Behavior 156 (2024): 108244. https://doi.org/10.1016/j.chb.2024.108244.
Guerra-Tamez, Cristobal Rodolfo, Keila Kraul Flores, Gabriela Mariah Serna-Mendiburu, David Chavelas Robles, and Jorge Ibarra Cortés. “Decoding Gen Z: AI’s Influence on Brand Trust and Purchasing Behavior.” Frontiers in Artificial Intelligence 7 (2024). https://doi.org/10.3389/frai.2024.1323512.
Hair, Joe F., Matthew C. Howard, and Christian Nitzl. “Assessing Measurement Model Quality in PLS-SEM Using Confirmatory Composite Analysis.” Journal of Business Research 109, no. August 2019 (2020): 101–10. https://doi.org/10.1016/j.jbusres.2019.11.069.
Hair Jr, Joseph F, G Tomas M Hult, Christian M Ringle, Marko Sarstedt, Nicholas P Danks, and Soumya Ray. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer Nature, 2021.
Han, Jihyung, and Daekyun Ko. “Consumer Autonomy in Generative AI Services: The Role of Task Difficulty and AI Design Elements in Enhancing Trust, Satisfaction, and Usage Intention.” Behavioral Sciences 15, no. 4 (2025). https://doi.org/10.3390/bs15040534.
Hanifa Nur Fadilah. “Building Consumer Trust in E-Commerce (Survey: Wiralodra University Students).” Interkoneksi: Journal of Computer Science and Digital Business 1, no. 1 (2023): 19–29. https://doi.org/10.61166/interkoneksi.v1i1.3.
Hassan, Noha, Mohamed Abdelraouf, and Dina El-Shihy. “The Moderating Role of Personalized Recommendations in the Trust–Satisfaction–Loyalty Relationship: An Empirical Study of AI-Driven e-Commerce.” Future Business Journal 11, no. 1 (2025). https://doi.org/10.1186/s43093-025-00476-z.
Hilabi, Adia Hilar, and Zawawi. “The Effect of Customer Experience and Artificial Intelligence ( AI ) Personalization on Lazada Customer Loyalty in Surabaya.” East Asian Journal of Multidisciplinary Research (EAJMR) 4, no. 6 (2025): 3021–36. https://doi.org/10.55927/eajmr.v4i6.207.
Huh, Jennifer, Claire Whang, and Hye-Young Kim. “Building Trust with Voice Assistants for Apparel Shopping: The Effects of Social Role and User Autonomy.” Journal of Global Fashion Marketing 14, no. 1 (2023): 5–19. https://doi.org/10.1080/20932685.2022.2085603 .
Hussain, Zahid. “AI-Driven Personalization and Purchase Intention in Modest Fashion: Sharia Compliance as Moderator.” International Journal of Halal Industry 1, no. 1 (2025): 33–45. https://doi.org/10.20885/ijhi.vol1.iss1.art3.
Ishak, Muhammad Nur, and Adjila Mohamed. “Harmonization of Islamic Economics With Artificial Intelligence: Towards an Ethical and Innovative Economic Paradigm.” Al-Kharaj: Journal of Islamic Economic and Business 5, no. 4 (2023). https://doi.org/10.24256/kharaj.v5i4.4387.
Kamarudin, Norazwa Yeop, Azlina Mohd Kosnin, Lina Handayani, and Che Rozid Mamat. “Structural Equation Modelling: Validation of Career Readiness Model Using Psychological Constructs.” Int J Eval & Res Educ 13, no. 1 (2024): 159–69. http://doi.org/10.11591/ijere.v13i1.27143.
Kim, Jae Kyeong, Il Young Choi, and Qinglong Li. “Customer Satisfaction of Recommender System: Examining Accuracy and Diversity in Several Types of Recommendation Approaches.” Sustainability (Switzerland) 13, no. 11 (2021). https://doi.org/10.3390/su13116165.
Kline, Rex B. Principles and Practice of Structural Equation Modeling. Guilford publications, 2023.
Larsson, Stefan, and Kashyap Haresamudram. “Consumer Trust and Platformised Retail Personalisation.” The Future of Consumption: How Technology, Sustainability and Wellbeing Will Transform Retail and Customer Experience, 2023, 77–94. https://doi.org/10.1007/978-3-031-33246-3_5.
Li, Chaojian. “A Personalized Product Recommendation System for E-Commerce Platforms Based on Artificial Intelligence and Image Processing Technologies.” Traitement Du Signal 41, no. 6 (2024): 2961–71. https://doi.org/10.18280/ts.410615.
Li, Wei, and Yoon Fah Lay. “Examining the Reliability and Validity of Measuring Scales Related to Informatization Instructional Leadership Using PLS-SEM Approach.” Dinamika Jurnal Ilmiah Pendidikan Dasar 16, no. 1 (2024): 12–32. https://doi.org/10.30595/dinamika.v16i1.19768.
Logesh, Mr S Arun, and S Raja. “A Study on the Impact of Artificial Intelligence on Online Customer Satisfaction.” Emperor Journal of Finance 3, no. 5 (2024). https://doi.org/10.58394/EJF.2024.3514.
M. G., Mohiuddin, and Md. Juwel Ahmed Sarker. “Business and Marketing Ethics in Islam: A Conceptual Study.” Journal of Economics and Technology Research 1, no. 2 (2020): p10. https://doi.org/10.22158/jetr.v1n2p10.
M, Darshan, and Ashwini C. “E-Commerce Product Recommendation System Using Machine Learning.” Interantional Journal of Scientific Research in Engineering and Management 08, no. 07 (2024): 1–6. https://doi.org/10.55041/ijsrem36656.
Madaniah, Sarah, Eunike Al Grea, Atika Arfa Matondang, and Syafrizal Helmi Situmorang. “Driving Tourist Intentions Through User-Generated Content: Evidence From Structural Equation Modeling.” International Journal of Educational Review, Law And Social Sciences 4, no. 06 (2024). https://doi.org/10.54443/ijerlas.v4i6.2177.
Minton, Elizabeth A, Begum Kaplan, and Frank G Cabano. “The Influence of Religiosity on Consumers’ Evaluations of Brands Using Artificial Intelligence.” Psychology & Marketing 39, no. 11 (2022): 2055–71. https://doi.org/10.1002/mar.21727 .
Modi, Khyati. “A Study on Online Shopping and Its Effects on Consumer Behavior.” International Journal of Engineering Applied Sciences and Technology 8, no. 3 (2023): 105–10. https://doi.org/10.33564/ijeast.2023.v08i03.014.
Mofokeng, Thabang Excellent. “The Impact of Online Shopping Attributes on Customer Satisfaction and Loyalty: Moderating Effects of e-Commerce Experience.” Cogent Business and Management 8, no. 1 (2021). https://doi.org/10.1080/23311975.2021.1968206.
Monoarfa, Hilda, Rida Rosida, and Dhimas Hadi Nugraha. The Influence of Brand Image, Religiosity and Online Consumer Review on Intention to Purchase Halal Cosmetics (Study on Generations Z and Y in West Java). Atlantis Press International BV, 2023. https://doi.org/10.2991/978-94-6463-176-0_7.
Mouad, Daoudi. “Online Consumer Trust In E-Commerce.” Moroccan Journal of Research in Management and Marketing 13, no. 1 (2021): 61–80. https://scispace.com/pdf/online-consumer-trust-in-e-commerce-2fgvx8ptla.pdf.
Musa, Hussein Gibreel, Indah Fatmawati, Nuryakin Nuryakin, and M Suyanto. “Marketing Research Trends Using Technology Acceptance Model (TAM): A Comprehensive Review of Researches (2002–2022).” Cogent Business & Management 11, no. 1 (2024): 2329375. https://doi.org/10.1080/23311975.2024.2329375 .
Mustafa Ayobami Raji, Hameedat Bukola Olodo, Timothy Tolulope Oke, Wilhelmina Afua Addy, Onyeka Chrisanctus Ofodile, and Adedoyin Tolulope Oyewole. “E-Commerce and Consumer Behavior: A Review of AI-Powered Personalization and Market Trends.” GSC Advanced Research and Reviews 18, no. 3 (2024): 066–077. https://doi.org/10.30574/gscarr.2024.18.3.0090.
Nazir, Muhammad. “Technology and Digital Transaction in Halal Retailing.” In Emerging Technology and Crisis Management in The Halal Industry: Issues and Recent Developments, 123–37. Springer, 2024. http://dx.doi.org/10.1007/978-981-97-1375-2_8.
Nogueira, Ana Rita, Andrea Pugnana, Salvatore Ruggieri, Dino Pedreschi, and Joao Gama. “Methods and Tools for Causal Discovery and Causal Inference.” Wiley Interdisciplinary Reviews: Data Mining and Knowledge Discovery 12, no. 2 (2022): e1449. https://doi.org/10.1002/widm.1449.
Nurdin, Alya Aulia, and Zaenal Abidin. “The Influence of Recommendation System Quality on E-Commerce Customer Loyalty with Cognition Affective Behavior Theory.” Journal of Advances in Information Systems and Technology 5, no. 1 (2023): 1–11. https://doi.org/10.15294/jaist.v5i1.65910.
Pane, Zulfikar Ikhsan, and Yohana Yohana. “Halal Information in Customer Value Disclosure.” Halal Research Journal 4, no. 1 (2024): 1–11. https://doi.org/10.56174/pjieb.v3i2.119.
Patro, Chandra Sekhar. “Consumers’ Digital Shopping Experience: A Study of the Factors Influencing Purchase Decision.” International Journal of E-Business Research 19, no. 1 (2023): 1–17. https://doi.org/10.4018/ijebr.318475.
Petrescu, Maria, Anjala S Krishen, John T Gironda, and J Ricky Fergurson. “Exploring AI Technology and Consumer Behavior in Retail Interactions.” Journal of Consumer Behaviour 23, no. 6 (2024): 3132–51. https://doi.org/10.1002/cb.2386.
Pradhita, Dewi. “Intersection of Islamic Values and Consumer Preferences.” Advances in Business & Industrial Marketing Research 2, no. 1 (2024): 15–25. https://doi.org/10.60079/abim.v2i1.231.
Prakash Dangi, Divya Saini, Dakshita Choudhary. “AI for Personalization in E-Commerce and Recommendation System.” Tuijin Jishu/Journal of Propulsion Technology 44, no. 1 (2023): 122–30. https://doi.org/10.52783/tjjpt.v44.i1.2217.
Rafiki, Ahmad, Sutan Emir Hidayat, and Muhammad Dharma Tuah Putra Nasution. “An Extensive Effect of Religiosity on the Purchasing Decisions of Halal Products.” PSU Research Review 8, no. 3 (2024): 898–919. https://doi.org/10.1108/PRR-07-2022-0093.
Ramachandran, Kalyanasundharam. “Exploring the Role of Artificial Intelligence in Personalized Payment Recommendations.” International Journal of Finance 9, no. 3 (2024): 23–31. https://doi.org/10.47941/ijf.1913.
Ronkko, Mikko, and Eunseong Cho. An Updated Guideline for Assessing Discriminant Validity. Organizational Research Methods. Vol. 25, 2022. https://doi.org/10.1177/1094428120968614.
Sari, Risfiana Mayang. “Consumer Protection in Muamalah Transactions.” Jurnal Ilmiah Mizani 11, no. 1 (2024): 206–16. https://doi.org/10.29300/mzn.v11i1.4958.
Shabankareh, Mohammadjavad, Seyed Sina Khamoushi Sahne, Alireza Nazarian, and Pantea Foroudi. “The Impact of AI Perceived Transparency on Trust in AI Recommendations in Healthcare Applications.” Asia-Pacific Journal of Business Administration, 2025, 0–43. https://doi.org/10.1108/APJBA-12-2024-0690.
Shuhaiber, Ahmed. “A Predictive Model of Users’ Behavior and Values of Smart Energy Meters Using PLS-SEM.” In Intelligent Human Systems Integration 2020: Proceedings of the 3rd International Conference on Intelligent Human Systems Integration (IHSI 2020): Integrating People and Intelligent Systems, February 19-21, 2020, Modena, Italy, 903–8. Springer, 2020. https://doi.org/10.1007/978-3-030-39512-4_138.
Shuryhin, Kostiantyn A., and Svitlana L. Zinovatna. “Recommendation System for Financial Decision-Making Using Artificial Intelligence.” Applied Aspects of Information Technology 7, no. 4 (2024): 348–58. https://doi.org/10.15276/aait.07.2024.24.
Siddiqui, Munib, and Waseem ul Hameed. “Exploring the Nexus of Religiosity and Trust in E-Commerce: Implications for Purchase Intentions in Pakistan.” Pakistan Journal of Humanities and Social Sciences 11, no. 4 (2023): 4003–15.
Stewart, David W. “Marketing’s Contribution to Consumer Welfare: A Research Agenda.” Journal of Consumer Affairs 56, no. 4 (2022): 1423–32. https://doi.org/10.1111/joca.12495.
Vickers, John. “Competition Policy and the Consumer Welfare Standard.” Journal of Antitrust Enforcement, 2024, 1–11. https://doi.org/10.1093/jaenfo/jnae038.
Wei, Shihong, Zhiwei Wang, Xubin An, Qian Li, Hanchun Xiao, and Yunpeng Xiao. “A Recommendation Model for E-Commerce Platforms Oriented to Explicit Information Compensation and Hidden Information Mining.” Knowledge-Based Systems 286 (2024): 111359. https://doi.org/10.1016/j.knosys.2023.111359.
Xu, Kangming, Huiming Zhou, Haotian Zheng, Mingwei Zhu, and Qi Xin. “Intelligent Classification and Personalized Recommendation of E-Commerce Products Based on Machine Learning.” ArXiv Preprint ArXiv:2403.19345, 2024. https://doi.org/10.48550/arXiv.2403.19345.
Yan, Ying, Wenfang Fan, Bingjia Shao, and Yuanyang Lei. “The Impact of Perceived Control and Power on Adolescents’ Acceptance Intention of Intelligent Online Services.” Frontiers in Psychology 13, no. September (2022): 1–11. https://doi.org/10.3389/fpsyg.2022.1013436.
Zhang, Mengtian, Di Wu, Hui Xu, and Zheng Chao. “A Consumer Trust Assessment Model for Online Shopping Based on Fuzzy Fusion Decision-Making.” Journal of Organizational and End User Computing 36, no. 1 (2024): 1–3. https://doi.org/10.4018/JOEUC.349730.
Zhang, Xiaoyi, Angelina Lilac Chen, Xinyang Piao, Manning Yu, Yakang Zhang, and Lihao Zhang. “Is AI Chatbot Recommendation Convincing Customer? An Analytical Response Based on the Elaboration Likelihood Model.” Acta Psychologica 250 (2024): 104501. https://doi.org/10.1016/j.actpsy.2024.104501.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Syahraeni, Syaparuddin, Sitti Nikmah Marzuki, Hukmiah, Sabbar Dahham Sabbar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).