International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 2 (March-April 2026) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 2
March-April 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Impact of Ai-driven Personalization on Consumer Purchase Decisions

Author(s) Mr. Bright Michael Frimpong-Manso, Mr. Precious Mhaka, Dr. Fabiam George, Mr. Evans Winata, Ms. Helena Naitsuwe Amadhila
Country India
Abstract The rapid advancement of artificial intelligence (AI) has revolutionized digital marketing by enabling real-time, data-driven personalization of consumer experiences. This study investigates how algorithmic personalization influences consumer behavior, trust, and purchasing intent through a comprehensive analysis of secondary data from scholarly literature, industry reports, and policy documents spanning 2015 to 2025. The research adopts a descriptive and analytical approach based on the Stimulus–Organism–Response (S–O–R) framework, wherein AI personalization acts as the stimulus, consumer trust and satisfaction function as mediating organismic states, and purchase intention and loyalty represent the behavioral responses. Findings from the synthesis of existing evidence reveal that AI-driven personalization significantly enhances consumer engagement, satisfaction, and purchase likelihood by improving perceived relevance and convenience. However, these benefits are conditional upon the presence of transparency, ethical data use, and consumer control. The study highlights the growing importance of trust as the central mediator linking personalization to purchasing outcomes, noting that excessive or opaque personalization may trigger privacy concerns, perceived manipulation, and resistance. Demographic and psychographic factors—such as age, digital literacy, and privacy orientation—further moderate consumer responses, emphasizing the need for adaptive personalization strategies tailored to user readiness and comfort. The research also underscores the necessity for robust governance mechanisms to ensure responsible AI deployment. Ethical and policy frameworks, including Explainable AI (XAI), algorithmic transparency standards, and consumer consent protocols, are essential for maintaining trust and regulatory compliance. Managerial implications stress the integration of AI personalization as a strategic capability rather than a technical add-on, advocating for cross-functional collaboration between marketers, technologists, and ethicists. On the policy front, the study calls for alignment with India’s Digital Personal Data Protection Act (2023) and NITI Aayog’s Responsible AI initiatives to promote fairness, accountability, and consumer empowerment
Keywords Artificial Intelligence, Personalization, Consumer Purchase Decision, Trust, Privacy, Explainable AI, Ethical Governance, Digital Marketing
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-13
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.59328
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 2Cover Page Vol 8 Isu 1Cover Page Vol 7 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals