The Impact of AI-Based Personalization on Customer Trust and Adoption Intention : The Moderating Role of Technological Optimism

This study investigates how AI-based personalization service features influence customer trust and adoption intention toward food purchasing platforms. Based on a survey of 400 consumers, Structural Equation Modeling revealed that person alization and decision convenience positively affect customer trust, while privacy concern has a negative effect on customer trust. Irritation had no significant impact on customer trust. Decision convenience emerged as the strongest predictor. A multi-group analysis based on technological optimism (high vs. low) revealed group differences in the paths from personalization, decision convenience, and privacy concern to trust, as well as from trust to adoption intention. However, the path from irritation to trust did not show any significant group differences. These findings highlight the importance of decision convenience and personalization in building customer trust and encouraging adoption. This study also suggests the need for tailored strategies based on customers’ technological optimism to enhance engagement with AI-driven food purchasing platforms.