khazzartech الاقتصاد الصناعي
Volume 16, Numéro 1, Pages 1-22
2026-06-15
Ai-driven Personalization And Consumer Behavior: The Mediating Role Of Trust In Emerging Digital Markets
Authors : Hadef Leila .
Abstract
Abstract: This study investigates the influence of AI-driven personalization on consumer behavior, with particular emphasis on the mediating role of perceived digital trust. Drawing on the Stimulus–Organism–Response (S-O-R) framework, Trust Theory, and Privacy Calculus Theory, the study examines how personalized digital experiences shape purchase intention and consumer loyalty in AI-based environments. A conceptual model linking perceived personalization quality, perceived digital trust, purchase intention, and consumer loyalty was tested using Structural Equation Modeling (SEM). Data were collected from 508 users of the Yassir platform in Algeria. The findings reveal that perceived personalization quality significantly enhances digital trust, while trust strongly influences both purchase intention and consumer loyalty. The results further indicate that the impact of personalization on consumer behavior operates mainly through trust, highlighting the importance of transparency, reliability, and credibility in AI-driven digital interactions.
Keywords
Keywords: AI-driven personalization; perceived digital trust; purchase intention; consumer loyalty; structural equation modeling (SEM).
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