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Author

Lan Thu Nguyễn

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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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