Through a thorough literature analysis, this study investigates the efficacy of e-commerce personalisation and how it affects consumer perceptions and buying intentions. This research provides insight into how customised online shopping experiences affect customer behaviour and decision-making processes by summarising data from various studies. The main conclusions highlight that personalisation is essential for raising customer pleasure, engagement, and loyalty. Important determinants of customer perceptions include things like perceived utility, privacy concerns, trust, and the level of personalisation. Additionally, the study shows that, via emotional involve- ment and the perceived relevance of customised material, a substantial association exists between customisation and higher purchase intentions. These findings' theoretical and practical ramifications are examined, providing information on creating successful personalisation plans that cater to customer needs and promote e-commerce. This work adds to the knowledge of e-commerce personalisation in academia and offers helpful advice to industry practitioners..
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