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 exa...
<p><strong>Tác giả:</strong> Thi Viet Thanh Vu, Doan Thi Thanh Quyen, Nguyen Thi Bich Nguyet, Nguyen Thi Bich Nguyet</p>
<p>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 Recognitio...</p>
<p>📄 DOI: <a href="https://doi.org/https://doi.org/10.59266/houjs.2026.1450" target="_blank" rel="noopener">https://doi.org/10.59266/houjs.2026.1450</a></p>
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