AI-Enabled Marketing Capabilities and Consumer Response in Malaysian E-Commerce

Alireza Rezaei and Mohamad Nasir Saludin and Muhammad Riyad Ghozali and Dzul Fahmi and Muhammad Omar2 (2026) AI-Enabled Marketing Capabilities and Consumer Response in Malaysian E-Commerce. Jurnal Evolusi, 7 (1). pp. 99-115. ISSN 2735-2234

Text JE7.1.8.585 PR-DONE (2).pdf Download (297kB)

Abstract

Artificial intelligence (AI) has become an essential capability in modern e-commerce marketing, enabling platforms to personalize recommendations, automate customer interactions, and optimize marketing communications. While AI-driven marketing improves shopping efficiency and relevance, it may also raise privacy concerns that influence consumers’ perceptions and behavioural responses. This study proposes a conceptual framework to examine how perceived AI-enabled marketing capabilities influence consumer responses in Malaysian e-commerce platforms. Drawing on the Stimulus-Organism-Response (S-O-R) framework, the model conceptualizes perceived AI marketing capability as a stimulus that shapes internal consumer evaluations, including trust, perceived value, and perceived intrusiveness. These psychological mechanisms represent organism states that influence consumers’ behavioural responses, operationalized through purchase intention toward e-commerce platforms. The proposed framework integrates both positive and negative consumer perceptions associated with AI-driven personalization. Trust and perceived value represent favourable cognitive evaluations that strengthen consumer acceptance of AI marketing technologies, whereas perceived intrusiveness captures potential privacy concerns that may weaken consumer response. This study outlines a measurement instrument and proposes using Structural Equation Modeling (SEM) to empirically test the relationships among the constructs. By synthesizing fragmented findings in AI marketing literature, this research contributes a theoretically grounded framework for understanding consumer responses to AI-enabled marketing in emerging digital markets such as Malaysia.

Item Type:	Article
Uncontrolled Keywords:	AI marketing; e-commerce; trust; privacy; value; intrusiveness.
Divisions:	Faculty of Business and Accountancy (FABA)
Depositing User:	Library3 UPTM
Date Deposited:	07 Sep 2026 08:04
Last Modified:	07 Sep 2026 08:04
URI:	http://eprints.uptm.edu.my/id/eprint/6129

Actions (login required)

View Item