AI Marketing Capabilities and Purchase Intention in Indonesian E-Commerce: Mediating Effects of Platform Trust and AI Transparency, and a Strategic Marketing and Digital Human Resource Capability Perspective
Background AI-driven personalized marketing is increasingly important in e-commerce, yet how personalization translates into purchase intention remains underexplored. Platform Trust and AI Transparency have received limited empirical attention as mediating mechanisms, particularly in the Indonesian context. Methods A q...
Ahmad Rasyiddin, Agus Rahayu, P. Dirgantari et al.
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