{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T12:00:36Z","timestamp":1781006436493,"version":"3.54.1"},"reference-count":64,"publisher":"MDPI AG","issue":"6","license":[{"start":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T00:00:00Z","timestamp":1780963200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Although existing studies have shown that AI recommendation systems have potential in enhancing consumers\u2019 purchase intention, there remains a lack of systematic research. This study aims to explore how the interaction between information presentation formats and AI role types influences consumers\u2019 purchase intention. Based on metacognitive experience theory, two experiments are designed to analyze processing fluency as a mediator and consumers\u2019 AI knowledge as a moderator. The results reveal that the interaction between information presentation format and AI role type significantly affects consumers\u2019 purchase intention, while their separate effects are insignificant. Different from existing studies on separate factors, this study demonstrates that AI interactive marketing performance hinges on the matching of design and role positioning. This study extends the application of the theory of metacognitive experiences in the field of human\u2013AI interaction and provides targeted recommendations for the interface design of AI recommendation systems.<\/jats:p>","DOI":"10.3390\/jtaer21060183","type":"journal-article","created":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T09:46:54Z","timestamp":1780998414000},"page":"183","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Metacognitive Experience: How AI Recommendations Shape Purchase Intention"],"prefix":"10.3390","volume":"21","author":[{"given":"Qing","family":"Gu","sequence":"first","affiliation":[{"name":"School of Economics and Management, Liaoning University of Technology, 169 Shiying Street, Jinzhou 121001, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4806-8798","authenticated-orcid":false,"given":"Xintao","family":"Yu","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Liaoning University of Technology, 169 Shiying Street, Jinzhou 121001, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ding","family":"Yuan","sequence":"additional","affiliation":[{"name":"School of Arts and Media, Chongqing City University of Science and Technology, 898 Yanweishan Road, Chongqing 401320, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5373-1566","authenticated-orcid":false,"given":"Qiang","family":"Yang","sequence":"additional","affiliation":[{"name":"School of Business, Nanjing Audit University, 86 West Yushan Road, Nanjing 211815, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,6,9]]},"reference":[{"key":"ref_1","first-page":"1","article-title":"Editorial: The Changing Landscape of Marketing Research in the AI Era: Prospects and Challenges","volume":"20","author":"Wang","year":"2026","journal-title":"J. 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