"Exploring the Role of Personalization in E-commerce: Impacts on Consumer Trust and Purchase Intentions"

Abstract

Personalization in e-commerce has emerged as a critical factor influencing consumer behaviour, particularly in terms of trust and purchase intentions. This study explores the impact of personalized online shopping experiences on consumer trust and their subsequent intentions to purchase. Drawing from a sample of 500 online shoppers, the research employs a mixed-methods approach to examine how various elements of personalization, such as tailored product recommendations, customized communication, and individualized promotional offers, contribute to building trust.

The study also investigates the mediating role of trust between personalization and purchase intentions, providing insights into how consumers perceive personalized content and its influence on their decision-making processes. The findings reveal that personalized experiences significantly enhance consumer trust, which in turn positively affects purchase intentions. However, the study also identifies potential pitfalls, such as privacy concerns and the perception of manipulation, which can undermine trust if not managed properly. These results highlight the dual-edged nature of personalization, suggesting that while it can be a powerful tool for enhancing consumer relationships, it requires careful implementation to avoid negative outcomes. The study concludes by offering practical recommendations for e-commerce platforms to optimize personalization strategies, ensuring they foster trust while aligning with consumer preferences and ethical standards.