Impact of AI-Driven Personalized Advertising on Consumer Purchase Intention in E-Commerce Platforms: The Mediating Role of Trust and Engagement
DOI:
https://doi.org/10.68337/cpsm.v1.i2.2026-042Keywords:
Artificial intelligence, personalized advertising, e-commerce, consumer purchase intention, trust, consumer engagement, digital marketing, online shopping behaviorAbstract
Artificial intelligence (AI) allows e-commerce platforms to serve tailored advertisements and product recommendations based on user preferences, browsing history, and other online behavior. This study explored the influence of AI-driven personalized advertising on consumer purchase intention in e-commerce, with attention to personalization, trust, engagement, and the relevance of recommendations. Primary data were collected through a questionnaire from 250 active users of e-commerce platforms selected by convenience sampling. The data were analyzed with descriptive and inferential statistics, including Cronbach's alpha, correlation analysis, independent samples t-tests, and analysis of variance (ANOVA), in Microsoft Excel and JASP software. The reliability analysis showed high internal consistency. AI-driven personalized advertising was positively correlated with purchase intention (r = 0.724, p < 0.001), and trust and engagement were also strongly correlated with purchase intention. These results suggest that trust and engagement play a key role in consumers' willingness to buy products recommended by AI-based systems, while privacy, data use, and perceived intrusiveness still shape consumer perceptions and trust. The study concludes that AI-driven advertising is associated with stronger purchase intention when it is supported by high trust and engagement. Marketers should balance personalization and transparency with privacy protection to build lasting customer relationships.
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