IMPACT OF ARTIFICIAL INTELLIGENCE APPLICATIONS ON PERSONALIZED COSMETIC SHOPPING EXPERIENCE ON SHOPEE E-COMMERCE PLATFORM IN VIETNAM

The authors investigated the impact of Artificial Intelligence on the personalized cosmetic shopping experience on the Shopee e-commerce platform in Viet Nam. The team proposed seven hypotheses examining how AI-related factors influence user satisfaction. A quantitative approach was used, with survey data collected from 229 respondents and analyzed via SPSS 22. Results indicate that five factors - Personalization Risk Management, Perceived Usefulness, Trust Level, Customer Behavior Recognition, and User Data Quality- have significant positive effects on user satisfaction. At the same time, the quality of Machine Learning Algorithms, when applied mechanically without domain-specific calibration, has a statistically significant negative effect. These findings contribute a novel empirical perspective on AI adoption in a high-involvement product category to offer practical recommendations for platform developers, cosmetic sellers, and regulatory authorities.