Personalization and Privacy: Factors Influencing Users' Willingness to Accept Personalized Information in Multivitamin Purchases. A Case Study on Shopee.

Authors

  • Audria Ineswari Mulya Marhadi Bisnis Digital, Universitas Santo Borromeus
  • Dian Putrawangsa Bisnis Digital, Universitas Santo Borromeus
  • Hedie Kristiawan Bisnis Digital, Universitas Santo Borromeus
  • Whisnu Trie Seno Ajie Fisioterapi, Universitas Santo Borromeus
  • Hedie Vincentius Mikhael Yap Bisnis Digital, Universitas Santo Borromeus
  • Christian Vega Retsuya Bisnis Digital, Universitas Santo Borromeus

DOI:

https://doi.org/10.46984/sebatik.v29i2.2701

Keywords:

personalization, privacy, e-commerce, trust, shopee

Abstract

The e-commerce industry in Indonesia, particularly in the health sector such as multivitamin, has experienced significant growth in recent years. E-commerce platforms like Shopee leverage consumer data to offer personalized product recommendations, including in the multivitamin category. While this personalization strategy can enhance the shopping experience, concerns regarding consumer privacy, especially for health-related products, pose a major challenge. This study aims to identify the factors influencing consumers' willingness to accept personalized communication on e-commerce platforms, focusing on five key variables: perceived benefits, perceived risks, trust, privacy policy transparency, and data usage context. The study employs multiple linear regression to analyze the simultaneous and partial effects of these variables on consumers' decisions to share personal data. The results indicate that the data usage context variable has a significant partial effect, while the other variables do not show significant individual effects. However, all five independent variables collectively have a significant impact on consumers' willingness to accept personalized communication. These findings provide valuable insights for e-commerce practitioners in designing effective personalization strategies, while ensuring consumer privacy is safeguarded. Furthermore, the study contributes to privacy protection policies, particularly in the e-commerce context, by emphasizing the importance of transparency and trust in maintaining a healthy relationship between platforms and consumers.

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Published

2025-12-26

How to Cite

Marhadi, A. I. M., Putrawangsa, D., Kristiawan, H., Ajie, W. T. S., Yap, H. V. M. and Retsuya, C. V. (2025) “ A Case Study on Shopee”., Sebatik, 29(2), pp. 476–481. doi: 10.46984/sebatik.v29i2.2701.

Issue

Vol. 29 No. 2 (2025): December 2025

Section

Articles

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Copyright (c) 2025 Audria Ineswari Mulya Marhadi, Dian Putrawangsa, Hedie Kristiawan, Whisnu Trie Seno Ajie, Hedie Vincentius Mikhael Yap, Christian Vega Retsuya

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