The Effect of Ai-Driven B2c E-Commerce Personalization on Customer Purchase Intention: Case Study on Shein.Com Customers in Addis Ababa, Ethiopia
| dc.contributor.advisor | Hailemariam Kebede (PhD) | |
| dc.contributor.author | Nebiyu Taye | |
| dc.date.accessioned | 2025-08-09T07:59:10Z | |
| dc.date.available | 2025-08-09T07:59:10Z | |
| dc.date.issued | 2024-10 | |
| dc.description.abstract | The main objective of this study is to investigate the effect of AI driven ecommerce personalization on the purchasing intentions of Shein.com customers in Addis Ababa, Ethiopia. The study focused on three key dimensions of AI driven ecommerce personalization: product recommendation, pricing offers, and marketing message. A mixed method (quantitative and qualitative) research approach was used to determine the impact of these personalization strategies on customer buying behavior. Descriptive and explanatory research designs were employed, and a sample of 352 respondents was selected using non probabilistic (purposive) sampling techniques. Data was collected through a questionnaire utilizing a 5-point Likert scale and analyzed using SPSS. The findings revealed that Shein.com customers come from diverse economic backgrounds and exhibit varied shopping frequencies. The analysis demonstrated a significant relationship between AI driven personalized product recommendations and customer purchase intentions, with AI driven personalized product recommendations having the strongest impact, followed by personalized pricing offers and personalized marketing message. These results underscore the effectiveness of AI driven personalization in influencing buying decisions in the context of the rapidly growing ecommerce market in Ethiopia. This suggests that when ecommerce sites effectively utilize AI to tailor product suggestions to individual preferences, it greatly enhances the likelihood of purchase. Personalized pricing offers like ‘buy-one-get-one-free’ also positively impact buying decisions by creating a sense of value and exclusivity, while personalized marketing messages fairly keep customers engaged and encourage repeat visits. xii Keywords: AI driven ecommerce personalization, Customer purchase intention, Shein.com, Product recommendation, Pricing offers, Marketing message, Buying behavior, Shopping frequencies, Personalized product recommendations, Personalized pricing offers, Personalized marketing messages, Ecommerce market, Buying decisions, Customer engagement | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/6278 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis Ababa University | |
| dc.title | The Effect of Ai-Driven B2c E-Commerce Personalization on Customer Purchase Intention: Case Study on Shein.Com Customers in Addis Ababa, Ethiopia | |
| dc.type | Thesis |