Abstract
This study examines the influence of artificial intelligence (AI) on personalizing customer experiences on Shopee, a major e-commerce platform in Malaysia. Recognizing the increasing role of AI in enhancing trust, convenience, and service quality, this research aims to investigate these factors’ effects on personalised customer experience. The study employed a cross-sectional survey with a sample of 384 Shopee users, analysed using partial least squares structural equation modelling (PLS-SEM). Results reveal that trust in AI, convenience, and service quality all significantly contribute to customer satisfaction and personalised experiences. Trust fosters confidence in AI-driven features, convenience enhances customer ease and interaction efficiency, and high service quality positively impacts the perceived value of AI personalisation. These findings highlight the practical implications of AI for e-commerce, underscoring the need for secure, efficient, and high-quality AI implementations. Future research should explore the longitudinal impacts of AI-driven personalisation across different platforms and cultural contexts to better understand long-term customer loyalty and satisfaction.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0763/a.php" alt="Hit counter" /></p>
Published Version
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