| dc.description.abstract | Amidst the proliferation of advanced technologies, this study investigates into
the intricate dynamics of retail, specifically with a focus on the paradoxical nexus between
personalization and privacy concerns within the context of smart shopping malls in
Vietnam. With the utilization of Commitment-Trust Theory, Privacy Calculus Theory, and
User-Centered System Theory, a comprehensive framework is constructed to explore the
antecedents of customer perceptions regarding personalization that is articulated with the
moderating influence of privacy concerns and the mediating role of personalization. With
the employment of a positivist research paradigm, web-based self-administered
questionnaires are utilized to collect cross-sectional data of 304 customers at Vincom
Center using purposive-convenience sampling. Structural Equation Modeling is employed
to rigorously appraise the hypothesized relationships. Results underscore the significance
of user-experience design, customer trust, customer-to-customer interaction, and
relationship commitment as antecedents influencing customer perceptions of
personalization and subsequent loyalty to smart shopping malls. Furthermore, the study
reveals the mediating effect of personalization in shaping the relationships between
customer trust and relationship commitment, while highlighting the insignificance of this
mediating role in relation to user-experience design and customer-to-customer interaction.
Despite its targeted population, the moderating impact of privacy concerns is deemed
statistically insignificant that calls for future research to address inherent limitations and
embark on more comprehensive investigations | en_US |
