Brand Trust in AI-Driven E-Commerce Personalization: The Well-Being–Privacy Trade-Off
Sustainability (Switzerland), cilt.18, sa.2, 2026 (SCI-Expanded, SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 18 Sayı: 2
- Basım Tarihi: 2026
- Doi Numarası: 10.3390/su18021073
- Dergi Adı: Sustainability (Switzerland)
- Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Geobase, INSPEC
- Anahtar Kelimeler: AI-driven personalization, brand trust, consumer psychological well-being, e-commerce, personalization–privacy paradox, privacy concerns
- Maltepe Üniversitesi Adresli: Evet
Özet
The rapid advancement of artificial intelligence (AI) in e-commerce has intensified data-driven personalization, raising important questions about its psychological implications for consumers and its role in shaping sustainable and responsible digital business practices. This study examines how AI-driven personalization affects consumer psychological well-being in the Turkish e-commerce market and investigates the roles of privacy concerns and brand trust in shaping this relationship from a social sustainability and responsible AI perspective. The research develops and empirically tests an integrated model comprising perceived personalization, privacy concerns, psychological well-being, and brand trust. Survey data from 400 active e-commerce customers were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings show that both perceived relevance and perceived specificity significantly enhance psychological well-being by reducing cognitive overload and increasing perceived value. However, these personalization dimensions also increase privacy concerns, with perceived specificity exerting a notably stronger effect. Privacy concerns negatively affect psychological well-being and competitively mediate the relationship between personalization and well-being, reflecting the Personalization–Privacy Paradox in AI-driven e-commerce contexts. Moreover, brand trust significantly moderates this dynamic by weakening the harmful impact of privacy concerns on psychological well-being. Overall, the findings indicate that privacy concerns represent a latent social cost that can undermine the long-term sustainability of data-intensive business models when not governed by trust-based mechanisms.