The Effect of Personalized Advertising on Purchase Intention: The Mediating Role of Attitude Toward Advertisements -Evidence From Shopee E-Commerce Users

Abstract

Technological advancements in mobile applications, social media, artificial intelligence, and data analytics have enabled e-commerce platforms to deliver personalized advertising that engages consumers more effectively. In Indonesia, where digital penetration is high and Shopee dominates the e-commerce market, understanding consumer responses to personalized advertising is crucial. This study investigates the influence of personalized advertising on purchase intention, with attitude toward advertising serving as a mediating variable, focusing on Shopee users in Indonesia. Data were collected from 114 Shopee users through a combination of purposive and incidental sampling. All participants had previously encountered personalized ads on the platform, and primary data were gathered via online questionnaires. The data were analyzed using SPSS v27, including descriptive statistics, regression, and hypothesis testing with Hayes’ PROCESS macro. The results show that personalized advertising significantly affects purchase intention both directly and indirectly through consumers’ attitudes toward advertisements. Positive attitudes toward personalized ads further enhance purchase intentions, supporting the relevance of the Privacy Calculus Theory and the Affect Transfer Hypothesis. Findings highlight that effective personalization depends not only on technological precision but also on ad relevance, credibility, and responsible data practices. This study provides empirical insights for e-commerce platforms seeking to optimize personalized advertising strategies while maintaining consumer trust and engagement. E-commerce platforms are therefore encouraged to adopt personalization strategies that balance technological accuracy with transparency and trust-building to effectively enhance purchase intentions and sustain long-term consumer loyalty.