التكامل الاقتصادي
Volume 14, Numéro 1, Pages 85-102
2026-03-31

Regulatory Compliance As A Critical Mediator Between Ai Personalization And Consumer Loyalty On Digital Platforms.



Authors : Bouali بوعلي . Pradeep براديب . Douha دوحة .

Abstract

This study examines how AI-driven personalization on Indian e-commerce platforms like Flipkart impacts consumer trust and loyalty, within the framework of local data protection laws (IT Act 2000, SPDI Rules 2011). Using a quantitative survey of 520 users and Structural Equation Modeling (SEM), it tests a model where personalization and perceived privacy protection influence trust and loyalty. Key findings confirm that personalization strongly boosts both trust and loyalty. Crucially, perceived data privacy protection—shaped by regulatory compliance—not only directly strengthens trust and loyalty but also acts as a vital mediator. This means the positive impact of personalization on loyalty is significantly greater when users trust the platform's data governance. The results highlight that aligning AI innovation with transparent privacy practices is essential for building sustainable consumer relationships in regulated digital markets.

Keywords

AI-Driven Personalization ; Data Privacy Protection ; Consumer Trust ; Platform Loyalty ; Regulatory Compliance.

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