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<p>The present research utilizes the Stimulus–Organism–Response (S–O-R) framework to explore how Consumers’ Perceptions of the Ethics of Online Retailing (CPEOR) affect perceived value and purchase intention, while evaluating the distinct moderating roles of artificial intelligence (AI) personalization and Metaverse presence. Data were collected from a filtered sample of 449 active online consumers in India through a structured questionnaire and tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that e-retailing perceptions have a direct, significant relationship with perceived value, which subsequently exercises a positive effect on purchase intention. Crucially, moderation analysis reveals that AI personalization significantly enhances the relationship between perceived value and purchase intention. Conversely, in goal-directed shopping contexts, Metaverse presence does not demonstrate a significant moderating impact on the relationship between e-retailing perceptions and perceived value. These findings provide nuanced recommendations for digital retailers looking to balance cognitive tailoring tools with immersive experiential technologies.</p>

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From e-retailing perceptions to purchase intention: the role of AI personalization and metaverse presence

  • 期刊论文

  • 发表日期：

    2026年7月7日

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  • Manjit Kour,
  • Md. Rezaul Haque

摘要

The present research utilizes the Stimulus–Organism–Response (S–O-R) framework to explore how Consumers’ Perceptions of the Ethics of Online Retailing (CPEOR) affect perceived value and purchase intention, while evaluating the distinct moderating roles of artificial intelligence (AI) personalization and Metaverse presence. Data were collected from a filtered sample of 449 active online consumers in India through a structured questionnaire and tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that e-retailing perceptions have a direct, significant relationship with perceived value, which subsequently exercises a positive effect on purchase intention. Crucially, moderation analysis reveals that AI personalization significantly enhances the relationship between perceived value and purchase intention. Conversely, in goal-directed shopping contexts, Metaverse presence does not demonstrate a significant moderating impact on the relationship between e-retailing perceptions and perceived value. These findings provide nuanced recommendations for digital retailers looking to balance cognitive tailoring tools with immersive experiential technologies.