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Original Article
Impact of AI Personalization on Customer Purchase Decisions in E-Commerce
Deep Chand Kumawat1
Dr. Meera Mathur2
1Research Scholar, Faculty of Management Studies, Mohan Lal Sukhadia University, Udaipur, Rajasthan, India. 2Professor, Faculty of Management Studies, Mohan Lal Sukhadia University, Udaipur, Rajasthan, India.
Published Online: March-April 2025
Pages: 50-59
Cite this article
↗ https://www.doi.org/10.59256/ijrtmr.20250502008References
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7. Mustafa Ayobami Raji, Hameedat Bukola Olodo, Timothy Tolulope Oke, Wilhelmina Afua Addy, Onyeka Chrisanctus Ofodile, and Adedoyin
Tolulope Oyewole, “E-commerce and consumer behavior: A review of AI-powered personalization and market trends,” GSC Adv. Res. Rev.,
vol. 18, no. 3, pp. 066–077, 2024, [Online]. Available:
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trends
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Loyalty,” vol. 3, no. 1, pp. 611–616, 2022.
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vol. 08, no. 03, pp. 1–11, 2024, doi: 10.55041/ijsrem29243.
10. E. Roszko-Wójtowicz, G. Deep Sharma, B. Dańska-Borsiak, and M. M. Grzelak, “Innovation-Driven E-Commerce Growth in the EU: An
Empirical Study of the Propensity for Online Purchases and Sustainable Consumption,” Sustain., vol. 16, no. 4, 2024, doi:
10.3390/su16041563.
11. G. Sharma and W. Lijuan, “Ethical perspectives on e-commerce: An empirical investigation,” Internet Res., vol. 24, no. 4, pp. 414–435,
2014, doi: 10.1108/IntR-07-2013-0162.
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Intelligence-Enabled Consumer Value Co- creation Behavior,” Front. Psychol., vol. 13, no. May, pp. 1–12, 2022, doi:
10.3389/fpsyg.2022.863313.
13. V. Kumar, B. Rajan, R. Venkatesan, and J. Lecinski, “Understanding the role of artificial intelligence in personalized engagement
marketing,” Calif. Manage. Rev., vol. 61, no. 4,pp. 135–155, 2019, doi: 10.1177/0008125619859317.
14. M. Möhlmann and O. Henfridsson, “What people hate about being managed by algorithms, according to a study of Uber drivers,” Harv.
Bus. Rev., vol. 30, no. August, pp. 1–7, 2019.
15. S. Puntoni, R. W. Reczek, M. Giesler, and S. Botti, “Consumers and Artificial Intelligence: An Experiential Perspective,” J. Mark., vol. 85,
no. 1, pp. 131–151, 2021, doi: 10.1177/0022242920953847.
16. K. D. Martin and P. E. Murphy, “The role of data privacy in marketing,” J. Acad. Mark. Sci., vol. 45, no. 2, pp. 135–155, 2017, doi:
10.1007/s11747-016-0495-4.
17. A. Alnefaie, “Cultural Transformations of E-commerce Consumer Behavior and Intention Toward Using Artificial Intelligence ( AI )
Assistants,” vol. 1, pp. 2423–2432, 2024.
18. I. O. Pappas, P. E. Kourouthanassis, M. N. Giannakos, and V. Chrissikopoulos, “Sense and sensibility in personalized e-commerce: How
emotions rebalance the purchase intentions of persuaded customers,” Psychol. Mark., vol. 34, no. 10, pp. 972–986, 2017, doi:
10.1002/mar.21036.
19. X. Luo, S. Tong, Z. Fang, and Z. Qu, “Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer
purchases,” Mark. Sci., vol. 38, no. 6,pp. 937–947, 2019, doi: 10.1287/mksc.2019.1192.
20. D. Susser, B. Roessler, and H. Nissenbaum, “Technology, autonomy, and manipulation,”Internet Policy Rev., vol. 8, no. 2, pp. 0–22,
2019, doi: 10.14763/2019.2.1410.
21. T. H. E. Definition, C. One, H. Or, E. In, and T. H. E. Digital, “The Age of Surveillance Capitalism THE DEFINITION Sur-veil-lance
Cap-i-tal-ism, n”.
in Targeting, Personalization, Content Creation, and Ad Optimization,” SAGE Open, vol. 13, no. 4, pp. 1–20, 2023, doi:
10.1177/21582440231210759.
2. A. Ingriana and B. Rolando, “REVOLUTIONING E-COMMERCE : INVESTIGATING THE EFFECTIVENESS OF AI-DRIVEN
PERSONALIZATION IN INFLUENCING CONSUMER PURCHASING BEHAVIOR,” vol. 4, pp. 549–565, 2025.
3. O. Adeola, A. A. Moradeyo, O. Muogboh, and I. Adisa, “Consumer values, online purchase behaviour and the fashion industry: an emerging
market context,” PSU Res. Rev., 2021, doi: 10.1108/prr-04-2021-0019.
4. Y. Gao and H. Liu, “Artificial intelligence-enabled personalization in interactive marketing: a customer journey perspective,” J. Res.
Interact. Mark., vol. 17, no. 5, pp. 663–680, 2023, doi: 10.1108/JRIM-01-2022-0023.
5. S. D. Jankovic and D. M. Curovic, “Strategic Integration of Artificial Intelligence for Sustainable Businesses: Implications for Data
Management and Human User Engagement in the Digital Era,” Sustain., vol. 15, no. 21, 2023, doi: 10.3390/su152115208.
6. M. Madanchian, “The Impact of Artificial Intelligence Marketing on E-Commerce Sales,”Systems, vol. 12, no. 10, 2024, doi:
10.3390/systems12100429.
7. Mustafa Ayobami Raji, Hameedat Bukola Olodo, Timothy Tolulope Oke, Wilhelmina Afua Addy, Onyeka Chrisanctus Ofodile, and Adedoyin
Tolulope Oyewole, “E-commerce and consumer behavior: A review of AI-powered personalization and market trends,” GSC Adv. Res. Rev.,
vol. 18, no. 3, pp. 066–077, 2024, [Online]. Available:
https://gsconlinepress.com/journals/gscarr/content/e-commerce-and-consumer-behavior- review-ai-powered-personalization-and-market-
trends
8. R. Shivvanshi and V. Ambagade, “International Journal of Research Publication and Reviews Impact of Brand Image on Consumer
Loyalty,” vol. 3, no. 1, pp. 611–616, 2022.
9. M. K. S, “The Role of Artificial Intelligence in Advancing Healthcare: A Comprehensive Review,” Interantional J. Sci. Res. Eng. Manag.,
vol. 08, no. 03, pp. 1–11, 2024, doi: 10.55041/ijsrem29243.
10. E. Roszko-Wójtowicz, G. Deep Sharma, B. Dańska-Borsiak, and M. M. Grzelak, “Innovation-Driven E-Commerce Growth in the EU: An
Empirical Study of the Propensity for Online Purchases and Sustainable Consumption,” Sustain., vol. 16, no. 4, 2024, doi:
10.3390/su16041563.
11. G. Sharma and W. Lijuan, “Ethical perspectives on e-commerce: An empirical investigation,” Internet Res., vol. 24, no. 4, pp. 414–435,
2014, doi: 10.1108/IntR-07-2013-0162.
12. H. Wen, L. Zhang, A. Sheng, M. Li, and B. Guo, “From ‘Human-to-Human’ to ‘Human- to-Non-human’ – Influence Factors of Artificial
Intelligence-Enabled Consumer Value Co- creation Behavior,” Front. Psychol., vol. 13, no. May, pp. 1–12, 2022, doi:
10.3389/fpsyg.2022.863313.
13. V. Kumar, B. Rajan, R. Venkatesan, and J. Lecinski, “Understanding the role of artificial intelligence in personalized engagement
marketing,” Calif. Manage. Rev., vol. 61, no. 4,pp. 135–155, 2019, doi: 10.1177/0008125619859317.
14. M. Möhlmann and O. Henfridsson, “What people hate about being managed by algorithms, according to a study of Uber drivers,” Harv.
Bus. Rev., vol. 30, no. August, pp. 1–7, 2019.
15. S. Puntoni, R. W. Reczek, M. Giesler, and S. Botti, “Consumers and Artificial Intelligence: An Experiential Perspective,” J. Mark., vol. 85,
no. 1, pp. 131–151, 2021, doi: 10.1177/0022242920953847.
16. K. D. Martin and P. E. Murphy, “The role of data privacy in marketing,” J. Acad. Mark. Sci., vol. 45, no. 2, pp. 135–155, 2017, doi:
10.1007/s11747-016-0495-4.
17. A. Alnefaie, “Cultural Transformations of E-commerce Consumer Behavior and Intention Toward Using Artificial Intelligence ( AI )
Assistants,” vol. 1, pp. 2423–2432, 2024.
18. I. O. Pappas, P. E. Kourouthanassis, M. N. Giannakos, and V. Chrissikopoulos, “Sense and sensibility in personalized e-commerce: How
emotions rebalance the purchase intentions of persuaded customers,” Psychol. Mark., vol. 34, no. 10, pp. 972–986, 2017, doi:
10.1002/mar.21036.
19. X. Luo, S. Tong, Z. Fang, and Z. Qu, “Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer
purchases,” Mark. Sci., vol. 38, no. 6,pp. 937–947, 2019, doi: 10.1287/mksc.2019.1192.
20. D. Susser, B. Roessler, and H. Nissenbaum, “Technology, autonomy, and manipulation,”Internet Policy Rev., vol. 8, no. 2, pp. 0–22,
2019, doi: 10.14763/2019.2.1410.
21. T. H. E. Definition, C. One, H. Or, E. In, and T. H. E. Digital, “The Age of Surveillance Capitalism THE DEFINITION Sur-veil-lance
Cap-i-tal-ism, n”.
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