Impact of Artificial Intelligence in E-Commerce: Perceived Risk Structures, The Privacy Paradox, and Online Impulsive Buying Behavior Among Vietnamese Consumers

Tran Duong Minh Chuyen

doi:10.59890/ijaamr.v4i7.259

Authors

Tran Duong Minh Chuyen Thu Dau Mot University

DOI:

https://doi.org/10.59890/ijaamr.v4i7.259

Keywords:

Artificial Intelligence, Privacy Paradox, Perceived Risk, Trust Calibration, Online Impulsive Buyinng

Abstract

This study investigates how Artificial Intelligence (AI) reshapes consumer decision-making in Vietnamese e-commerce by examining perceived risk structures, the personalization–privacy paradox, and AI-induced online impulsive buying. Using a Grounded Theory approach, 45 in-depth interviews were conducted with active online shoppers aged 18–35 across major platforms such as Shopee, Lazada, and TikTok Shop. Through open, axial, and selective coding, the study identifies four core mechanisms: algorithmic stimuli, privacy anxiety, trust calibration, and emotion-driven impulse buying. Findings reveal that despite heightened privacy concerns, digital nudges and hyper-personalized AI recommendations override cognitive resistance, triggering impulsive purchases. The study proposes a conceptual framework and offers ethical AI strategies for Vietnamese e-commerce platforms

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