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

Dao Cong Tuan, Nguyen Thi Minh Hang () and Luu Thi Minh Ngoc
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Dao Cong Tuan: Vietnam National University, International School
Nguyen Thi Minh Hang: Vietnam National University, International School
Luu Thi Minh Ngoc: Vietnam National University, International School

A chapter in Proceedings of the International Conference on Emerging Challenges: Sustainable Strategies in the Data-Driven Economy (ICECH 2024), 2025, pp 225-236 from Springer

Abstract: 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.

Keywords: Personalized strategy; trustable experience; purchase intention; mediating effect (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-694-9_15

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