Unpacking the black box: How algorithmic transparency and user control shape trust, satisfaction, and purchase intent in the AI era
This study investigates the „personalisation-privacy paradox“ in AI-driven e-commerce, where consumers appreciate tailored experiences whilst growing concerned about extensive data collection by „black box“ algorithms. Satisfaction demonstrates nearly double the direct influence on purchase intent compared to trust. Critically, high privacy concerns completely nullify personalisation’s positive effects on trust.