Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Dynamic Management Journal
Rajesh Prettypal Singh
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PERCEIVED AI-BASED PERSONALIZATION AND PURCHASE INTENTION TOWARD GLAD2GLOW ON SHOPEE: RELEVANCE, ENGAGEMENT, AND TRUST   Boby Arinto; Yoanita Alexandra; Rajesh Prettypal Singh; Humairoh
Dynamic Management Journal Vol. 10 No. 4 (2026): October
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/we5m3345

Abstract

This study examines how perceived AI-based personalization influences purchase intention toward Glad2Glow on Shopee through perceived relevance, consumer brand engagement, and brand trust. A cross-sectional survey using purposive sampling produced 190 usable responses from Shopee users aged 18 - 40 in Greater Jakarta. The model was assessed using partial least squares structural equation modeling with 5,000 bootstrap subsamples. Perceived AI-based personalization was positively associated with perceived relevance and consumer brand engagement. Perceived relevance was positively associated with engagement and purchase intention, while engagement was strongly and positively associated with brand trust and purchase intention. Brand trust, however, did not independently affect purchase intention. The model explained 65.8% of purchase-intention variance. The study’s novelty lies in positioning multidimensional consumer brand engagement as the focal mechanism linking AI-personalized marketplace recommendations with relational and behavioral brand outcomes. The findings suggest that e-commerce personalization creates value when relevant recommendations stimulate cognitive, emotional, and behavioral engagement. Keywords: AI-based personalization; perceived relevance; consumer brand engagement; brand trust; purchase intention
Co-Authors Boby Arinto Humairoh Yoanita Alexandra