The Impact of Artificial Intelligence Based Personalization on Purchase Intention in Mobile Super Apps

This study investigates the influence of AI-driven personalization on user experience, trust, and purchase intention within super app. The rapid advancement of AI enables digital platform to deliver highly tailored product and service recommendations, shaping a more engaging and efficient user journey. However, the growing reliance on personalization technologies also introduces challenges related to privacy, transparency and data security. Which can undermine user confidence and satisfaction. To address these issues, this study aims to examine AI based personalization affects user behavior and perception across interconnected digital ecosystems. Data were obtained through purposive sampling method involving 396 respondents in Jabodetabek (Jakarta metropolitan area in Indonesia) who have experience and actively use super apps. The data collection was conducted through structured questionnaires via Google Forms distributed from August to September 2025. Using Structural Equation Modeling (SEM) with SmartPLS 4, the analysis tested eight variables, namely AI-driven personalization, personalization, customer satisfaction, customer experience, perceived risk, purchase intention, perceived ease of use, and perceived usefulness. In addition, there are 10 hypotheses that have been proven to be significant. This result showed that all hypotheses were statically significant, indicating that AI-driven personalization exert a positive and consistent influence on user satisfaction, perceived usefulness, and purchase intention. These findings highlight the dual role of personalization as both an enabler of meaningful digital experiences and a factor requiring strong ethical and data protection measures to sustain long term user trust.本研究探讨了超级应用（super app）场景下，人工智能驱动的个性化（AI-driven personalization）对用户体验、信任度与购买意向的影响。人工智能的快速发展赋能数字平台推出高度定制化的产品与服务推荐方案，打造更具沉浸感与高效性的用户旅程。然而，对个性化技术的依赖度不断提升，也引发了隐私、透明度与数据安全层面的挑战，这些问题可能削弱用户信心与满意度。 为应对上述问题，本研究旨在检验人工智能驱动的个性化如何在互联互通的数字生态中影响用户行为与感知。本研究采用立意抽样法，招募了396名来自贾博德塔贝克（Jabodetabek，印尼雅加达都会区）且拥有超级应用使用经验并活跃使用该类应用的受访者。数据采集于2025年8月至9月间，通过谷歌表单（Google Forms）发放的结构化问卷完成。 本研究采用结合SmartPLS 4的结构方程模型（Structural Equation Modeling, SEM）开展分析，对8个变量进行了检验，分别为人工智能驱动的个性化、个性化程度、顾客满意度、用户体验、感知风险、购买意向、感知易用性与感知有用性。此外，本研究提出的10项假设均被证实具有统计学显著性。结果显示，所有假设均通过显著性检验，表明人工智能驱动的个性化对用户满意度、感知有用性与购买意向均产生积极且一致的正向影响。 本研究结果揭示了个性化技术的双重属性：它既是打造优质数字体验的核心驱动力，同时也需要配套完善的伦理规范与数据保护措施，方能维系用户的长期信任。