Purchase Intention: How Strong Is the Influence of Trust Formed by AI Personalization?

Authors

Immanuel Anugerah Hamonangan L. Tobing Universitas Diponegoro, Semarang
Abimanyu Anandasurya Bagaskoro Universitas Diponegoro, Semarang
Andriyani Andriyani Universitas Diponegoro, Semarang

DOI:

https://doi.org/10.54518/ibr.4.1.2026.1397

Keywords:

AI Personalization, Privacy Concern, Purchase Intention, Trust

Abstract

This study examines the effect of AI personalization on purchase intention with consumer trust as a mediating variable and privacy concern as a moderating variable in the context of Shopee e-commerce. Addressing inconsistent findings in prior research, this study investigates whether consumer trust serves as a key mechanism linking AI personalization to purchase intention, while also considering the potential inhibiting role of privacy concern. A quantitative approach was employed using SEM-PLS analysis, with respondents consisting of Indonesian users aged 17 and above who actively used Shopee for at least six months. The findings indicate that AI personalization positively influences consumer trust, which in turn significantly enhances purchase intention, highlighting trust as the most influential variable in the model. However, privacy concerns weaken the positive relationship between AI personalization and consumer trust, suggesting that excessive personalization may reduce consumer confidence due to data privacy issues. The study discusses how perceived personalization experiences shape strategies with privacy protection to maintain consumer trust and optimize purchase intention in AI-driven marketing environments.

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Published

2026-06-01

How to Cite

Tobing, I. A. H. L., Bagaskoro, A. A., & Andriyani, A. (2026). Purchase Intention: How Strong Is the Influence of Trust Formed by AI Personalization?. Integra Business Review, 4(1), 112–122. https://doi.org/10.54518/ibr.4.1.2026.1397