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- Tác giả: Hoàng Ngọc An Huệ
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 116 p.
- Tóm tắt: This study confirms that AI-driven personalization—specifically perceived helpfulness and accuracy—directly drives Gen Z's repurchase intention in HCMC e-commerce, while perceived relevance only acts indirectly through customer satisfaction. The findings suggest that to secure loyalty, platforms must prioritize practical utility and precision over simple content matching.
- Từ khóa: E-commerce; AI personalization; Perceived Helpfulness; Repurchase Intention
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