The Effect of Generative AI-Based Digital Marketing Communication Personalization on Customer Trust, Customer Experience, and Repurchase Intention: Evidence from Iranian Online Store Customers
Keywords:
generative AI, digital marketing personalization, customer trust, customer experience, repurchase intention, online storesAbstract
With the expansion of e-commerce and the growing role of artificial intelligence in customer interactions, understanding the effects of AI-enabled personalization has become important for online retail performance. This applied, descriptive-survey study examined the effect of generative AI-based personalization of digital marketing communication on customer trust, customer experience, and repurchase intention among customers of Iranian online stores. Data were collected from 384 online customers using a researcher-developed 39-item questionnaire. Content validity was assessed through expert review, sampling adequacy through KMO statistics, reliability through Cronbach's alpha, and structural relationships through structural equation modeling using LISREL 8.8. The results showed that generative AI-based personalization had positive and significant effects on customer trust, customer experience, and repurchase intention. Customer experience and customer trust also showed positive direct associations with repurchase intention, and customer trust significantly strengthened the relationship between customer experience and repurchase intention. The findings suggest that generative AI-based personalization can improve online customer relationships when it is perceived as relevant, trustworthy, and supportive of a positive customer experience.
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