Investigating the effect of personalized online shopping services on purchase intention or the mediating role of product hedonism: Amazon store in Baghdad
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Abstract
This study examines the effect of personalized online shopping services on customers' purchase intention, with an emphasis on the mediating role of product hedonism, in the context of the Amazon platform in Baghdad. In the era of digital transformation, personalizing shopping services using big data, artificial intelligence, and machine learning algorithms has become a key factor in creating a unique user experience and increasing customer engagement. However, challenges such as privacy issues, cultural adaptation, and weak infrastructure, especially in emerging markets such as Iraq, affect the effectiveness of these services. In this study, the statistical population comprised 384 active Amazon Baghdad customers with experience using personalized services. Data were collected through a standard questionnaire based on the Likert scale and analyzed using structural equation modeling based on PLS-SEM. The results showed that personalized services, in addition to having a direct effect on purchase intention, also indirectly strengthen this intention by increasing shopping pleasure. Additionally, product hedonism can enhance customers' positive perceptions of personalization quality and foster a cycle of engagement and repurchase. These findings, while confirming all of the research hypotheses, emphasize the importance of combining advanced technology with an understanding of emotional and cultural drivers in developing effective marketing strategies for similar markets.
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