<![CDATA[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]]>
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