Trust-First Personalization in Fashion E-Commerce: An Association-Based Model Linking Perceived Personalization, Surveillance, Privacy-Violation, and Purchase Intention

This study develops and tests an association-based model explaining how consumers interpret AI-enabled personalization in fashion e-commerce and how these interpretations relate to behavioral intentions. Integrating perspectives from Social Exchange Theory, the Antecedents of Trust Model, Self-Determination Theory, Psychological Contract Breach Theory, and Surveillance Capitalism, we examine the joint associations of perceived personalization, transparency, data control, and privacy concerns with brand trust, perceived surveillance, privacy violation perceptions, and purchase intention. Using PLS-SEM with data from 664 online shoppers, we find that personalization, transparency, and data control are each positively associated with brand trust, while personalization and privacy concerns are positively associated with surveillance perceptions. Brand trust is negatively associated with both surveillance and privacy violation perceptions, and privacy violation is negatively associated with purchase intention. Data control is directly associated with lower surveillance perceptions, whereas transparency operates indirectly through brand trust. Mediation analysis reveals that surveillance is associated with lower purchase intention only indirectly through privacy violation (full mediation), identifying perceived privacy violation as the central psychological pathway in the personalization-privacy paradox. Multi-group analysis identifies segment-level variations by gender and education: personalization is a stronger trust cue for men, while transparency is a stronger trust cue for women; trust buffers violation more strongly for higher-educated consumers. The results highlight a trust-first personalization strategy in which relevance must be paired with meaningful transparency and data-control features to mitigate surveillance and violation appraisals, supporting positive consumer outcomes in fashion e-commerce.