The Impact of AI-Driven Personalized Experience on Purchase Intention on TikTok Social Commerce Platforms: The Mediating Role of Perceived Value Among Generation Z Consumers in Hanoi

This study examines the impact of AI-driven personalized experience on purchase intention on the social commerce platform TikTok, with immersive experience acting as a mediating variable, focusing on Generation Z consumers in Hanoi. Grounded in the Stimulus–Organism–Response (S–O–R) framework, the study investigates the effects of three experiential components: Insightful experience, relevance experience, and accuracy experience. Data were collected from 230 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that all three experiential factors positively influence immersive experience, with relevance experience exerting the strongest effect. Furthermore, immersive experience significantly affects purchase intention and serves as a full mediator in the proposed model. This study contributes to the literature on consumer behavior in the context of artificial intelligence and social commerce.