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Author

H. Ngo

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2 papers indexed here

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Open access Aug 2026

BUILDING TRUST THROUGH AI: HOW INTERACTION FEATURES DRIVE IMPULSE BUYING IN LIVESTREAM COMMERCE

This study examines how AI-driven interaction features shape consumer trust and impulse buying behavior in livestream commerce within the Stimulus-Organism-Response (S-O-R) framework. AI-driven interaction is conceptualized through three dimensions: hedonic interaction, personalization, and adaptive support. Data were...

H. Ngo, Hanh Nguyen · 0 citations
Review Open access Aug 2026

A MECHANISM-BASED PERSPECTIVE ON THE PERSONALIZATION-PRIVACY TRADE-OFF: THE ROLES OF PERCEIVED SURVEILLANCE AND TRUST IN AI-DRIVEN E-COMMERCE

This study examines the personalization-privacy trade-off in AI-driven e-commerce by investigating how AI-driven personalization, privacy concern, and consumer trust jointly influence online purchase decisions among Generation Z consumers. Rather than treating personalization and privacy as opposing forces, this study...

H. Ngo, Lan Thu Nguyễn · 0 citations

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