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...