THE EFFECT OF PERCEIVED PERSONALIZATION OF PRODUCT RECOMMENDATION ON PURCHASE INTENTION THROUGH PERCEIVED VALUE ON MARKETPLACE USERS
Abstract
This study examines the effect of Perceived Personalization of Product Recommendation on Purchase Intention through Perceived Value among marketplace users. Drawing on the Stimulus-Organism-Response (S-O-R) framework, the study proposes that perceived personalization of product recommendations influences purchase intention both directly and indirectly through perceived value. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that Perceived Personalization of Product Recommendation has a positive and significant effect on Perceived Value (β = 0.815; p < 0.001) and Purchase Intention (β = 0.430; p < 0.001). Perceived Value also has a positive and significant effect on Purchase Intention (β = 0.455; p < 0.001). Furthermore, Perceived Value significantly mediates the relationship between Perceived Personalization of Product Recommendation and Purchase Intention (β = 0.371; p < 0.001), with a VAF of 46.3%, indicating partial mediation. These findings suggest that personalized product recommendations can strengthen purchase intention not only directly but also by increasing the value consumers perceive in the recommended products.
References
Adang Sutedja, H. (2020). Introduction to Statistics. Widina Bhakti Persada Bandung.
De Keyzer, F., Dens, N., & De Pelsmacker, P. (2022). Let's get personal: Which elements elicit perceived personalization in social media advertising? Electronic Commerce Research and Applications, 55. https://doi.org/10.1016/j.elerap.2022.101183
Fiestas Lopez Guido, J. C., Kim, J. W., Popkowski Leszczyc, P. T. L., Pontes, N., & Tuzovic, S. (2023). Retail robots as sales assistants: how speciesism moderates the effect of robot intelligence on customer perceptions and behaviour. Journal of Service Theory and Practice. https://doi.org/10.1108/JSTP-04-2023-0123
Hair, J. F. H. T. R. C. M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition (3rd ed.). Sage Publications, Inc.
Hajcak, G., & Foti, D. (2020). Significance? Empirical, methodological, and theoretical connections between the late positive potential and P300 as neural responses to stimulus significance: An integrative review. Psychophysiology, 57(7). https://doi.org/10.1111/psyp.13570
Komiak, S. Y. X., & Benbasat, I. (2006). The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation. In Source: MIS Quarterly (Vol. 30, Number 4). http://www.jstor.org/stable/25148760
Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences, 13(8). https://doi.org/10.3390/bs13080672
Liu, Y., & Ding, Z. (2022). Personalized recommendation model of electronic commerce in new media era based on semantic emotion analysis. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.952622
Lo, H. C., Chang, W. J., & Chen, I. H. (2026). From purchase to return: How personalized E-commerce recommendations shape consumer behavior. Journal of Retailing and Consumer Services, 88. https://doi.org/10.1016/j.jretconser.2025.104459
Lou, F. (2022). E-Commerce Recommendation Technology Based on Collaborative Filtering Algorithm and Mobile Cloud Computing. Wireless Communications and Mobile Computing, 2022. https://doi.org/10.1155/2022/7321021
Magano, J., & Rebelo, S. (2026). Trust-First Personalization in Fashion E-Commerce: An Association-Based Model Linking Perceived Personalization, Surveillance, Privacy-Violation, and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 21(5). https://doi.org/10.3390/jtaer21050139
Nurdianasari, R., Hasliza, N., & Saad, M. (2025). A Systematic Review of Personalization Strategies in E-commerce: Examining their Impact on Customer Experience and Purchase Behavior. Journal of Business Strategy, 34(2), 81–87. https://doi.org/https://doi.org/10.14710/jbs.34.2.81-87
Nyoman Sri Utari Krisnanda, N., & Kadek Yoga Rama Parmita, I. (2026). The Effect of AI-Personalized Recommendation on Purchase Decision through Perceived Value with Trust Moderation. Journal of Management and Business Studies, 4(2), 118–131. https://doi.org/https://doi.org/10.65096/pmb.v4i4
Pan, Y., D. H. D., & Guliling, H. (2026). The Impact of Personalized Recommendation on Customer's Purchase Intention: A Perspective Based on Perceived Value in E-Commerce Live Streaming. International Journal of Innovation and Industrial Revolution, 8(24), 428. https://doi.org/10.35631/ijirev.824027
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6). https://doi.org/10.1016/j.heliyon.2020.e04284
Qian, Y., Khong-Khai, S., Leelapattana, W., & Tsai, C.-F. (2024). The Effects of Personalized Recommendations on Purchasing Intention in Taobao.com: A Study of Customers in Guangxi Province, China. In RMUTL Journal of Business Administration and Liberal Arts (Vol. 12, Number 2).
Sugiyono. (2016). Qualitative Quantitative Research Methods and R&D. Alphabet.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77. https://doi.org/https://doi.org/10.1016/S0022-4359(01)00041-0
Walsh, G., Shiu, E., & Hassan, L. M. (2014). Replicating, validating, and reducing the length of the consumer perceived value scale. Journal of Business Research, 67(3), 260–267. https://doi.org/10.1016/j.jbusres.2013.05.012
Wistedt, U., & Safari, A. (2026). Exploring purchase intent in cross-border e-commerce: a relational view. International Marketing Review, 43(7), 50–83. https://doi.org/10.1108/IMR-03-2025-0122
Yun, X., & Chun, M. H. (2024). The impact of personalized recommendation on purchase intention under the background of big data. Big Data and Information Analytics, 8(0), 80–108. https://doi.org/10.3934/bdia.2024005
Zhao, L., Fu, B., & Bai, S. (2025). Understanding the Influence of Personalized Recommendation on Purchase Intentions from a Self-Determination Perspective: Contingent upon Product Categories. Journal of Theoretical and Applied Electronic Commerce Research , 20(1). https://doi.org/10.3390/jtaer20010032
Copyright (c) 2026 winda Fuji Lestari; Niken Ayu Ningrum, Khaerul Budhy Nagara
This work is licensed under a Creative Commons Attribution 4.0 International License.
