The Impact Of Personalized Marketing On Purchase Intention In Online Shopping: The Mediation Role Of Trustable Experiences

DOI

10.2991/978-94-6463-694-9_15How to use a DOI?

Keywords

Personalized strategy; trustable experience; purchase intention; mediating effect

Abstract

Research purpose:

This study examined the influence of personalized marketing strategies on trustable experiences and purchase intention within digital supermarket applications. Additionally, this study examined the mediating role of trustable experiences for the relationship between types of personalized marketing strategies and customer’s purchase intention.

Research motivation:

As the growth of in online shopping recently, it is important for researchers and practitioners to understand the crucial role of types of personalized marketing strategies and trustable experiences in terms of improving customer’s purchase intention.

Research design, approach, and method:

This study applied a questionnaire survey to investigate the influence of personalized marketing strategies on purchase intention in online shopping. A structured questionnaire was developed based on previous studies covering demographics and relevant research constructs. PLS-SEM was used to analyze 250 valid respondents and 10 research hypotheses.

Main findings:

The study reveals that tailored approaches significantly impact customer trust and purchase decisions. Moreover, trust serves as a crucial link between personalization and purchasing behaviour. Future research could broaden the scope of this model by examining how personalized strategies influence purchasing intentions across diverse consumer groups and contexts.

Practical/managerial implications:

By customizing marketing approaches to align with individual customer preferences and interests, firms can effectively drive customer’s buying intention. Thus, firms should prioritize personalized experiences that build trust and resonate with customers.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dao Cong Tuan
AU  - Nguyen Thi Minh Hang
AU  - Luu Thi Minh Ngoc
PY  - 2025
DA  - 2025/04/30
TI  - The Impact Of Personalized Marketing On Purchase Intention In Online Shopping: The Mediation Role Of Trustable Experiences
BT  - Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy (ICECH 2024)
PB  - Atlantis Press
SP  - 225
EP  - 236
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-694-9_15
DO  - 10.2991/978-94-6463-694-9_15
ID  - Tuan2025
ER  -