Understanding the Role of Personalization in Enhancing Consumer Experience in the E-Commerce Context

Digital transformation has significantly enhanced consumers’ digital experiences with the integration of advanced technologies. As these technologies continue to evolve, consumers are increasingly exposed to different forms of personalized messages through various channels. Within this context, the present study aims to classify personalization into two distinct types information personalization and experience personalization and investigate their respective impacts on consumers’ purchase intention toward luxury brands in the e-commerce context. Specifically, this study explores the mediating roles of perceived utilitarian and hedonic values, as well as brand loyalty, and analyzes the moderating role of privacy concern. The findings emphasize the significant role of experience personalization in intensifying purchase intention, particularly when supported by effective brand loyalty management and sensitivity to consumers’ privacy concern. In accordance with these findings, the study suggests strategic managerial recommendations for luxury brands seeking to create engaging and personalized digital shopping environments.