THE ROLE OF ARTIFICIAL INTELLIGENCE - DRIVEN PERSONALIZED ADVERTISING ON ONLINE PURCHASE INTENTION: A CASE STUDY OF STUDENTS AT HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE ON THE SHOPEE PLATFORM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.520Từ khóa:
Artificial Intelligence, Personalized Advertising, Online Purchase Intention, Students, Ho Chi Minh City University of Industry and Trade, Shopee.Tóm tắt
The study aims to identify which factors of artificial intelligence in personalized advertising affect students' online purchasing intentions at Ho Chi Minh City University of Industry and Trade on the Shopee platform. Utilizing a mixed-methods approach that combines qualitative (focus groups and expert interviews) and quantitative methods (Cronbach's alpha, EFA, regression analysis, etc.) to assess the impact of each factor: Perceived personalized advertising, Perceived Intrusiveness of advertising, Privacy concern, Perceived brand trust, and Perceived Benefits on Online purchasing intentions on the Shopee platform. The results reveal several interesting findings. Given the lack of statistical significance, we removed the variable Privacy concern from the model. All remaining factors demonstrate high statistical significance; among these, three factors exert effects in the expected direction, fully aligning with the initial hypotheses, with Perceived Benefits emerging as the strongest positive predictor of online purchase intention. Notably, an unexpected result concerns the variable Perceived Intrusiveness of advertising, which shows an effect in the opposite direction of the hypothesized relationship. Consequently, the hypothesis fails to support the direction, yet it remains statistically significant. Such a counterintuitive pattern warrants further research to uncover the underlying mechanisms. These results provide valuable insights for strategic planners developing effective artificial intelligence strategies for personalized advertising on online platforms.
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