Supplementary SmartPLS Statistical Results: AI Personalization, AI Interactivity, Customer Experience, and Purchase Decisions in Indonesian E-Commerce

Supplementary SmartPLS Statistical Results This repository provides supplementary statistical results from a quantitative study entitled "The Impact of AI Personalization and AI Interactivity on Purchase Decisions: The Mediating Role of Customer Experience among E-Commerce Users in Indonesia." The study involved 200 Indonesian e-commerce users and employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4. Research Variables: X1: AI Personalization (11 indicators) X2: AI Interactivity (13 indicators) M: Customer Experience (15 indicators) Y: Purchase Decision (12 indicators) The final measurement model consisted of 51 indicators. Three indicators were excluded during measurement model evaluation because their outer loading values were below 0.70. The remaining 51 indicators were renumbered in the final analytical model. This deposit contains supplementary statistical results and does not include individual-level survey responses. Contents of the Supplementary File: Direct path coefficients (H1–H5) Specific indirect effects (H6–H7) Total effects Outer loadings Bootstrapping settings and statistical documentation Key Findings: Customer experience demonstrated significant indirect associations between AI personalization and purchase decision (β = 0.102, p = 0.025), and between AI interactivity and purchase decision (β = 0.437, p < 0.001). The findings support the role of customer experience as a statistical mediator. However, causal conclusions cannot be established due to the cross-sectional research design. Data Availability and Ethical Considerations: This supplementary file contains statistical analysis results and does not include individual-level questionnaire responses or personally identifiable information. The underlying respondent-level survey data are not included in this deposit. Software: SmartPLS 4 Research Institution: Bina Nusantara University, Indonesia Year: 2026