An investigation of mobile personalization in e-commerce on consumer trust: A study of an online shopping app in Abuja.
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Background of the study
Mobile personalization in e-commerce tailors user experiences by delivering customized content based on individual preferences and behaviors. This study investigates how an online shopping app in Abuja uses personalization—through adaptive recommendations, tailored notifications, and dynamic content—to build consumer trust. Personalized mobile experiences have been shown to increase consumer confidence and reduce uncertainty in purchasing decisions (Okoro, 2023). By analyzing user data and behavior, the app optimizes its interface and offers to reflect individual tastes, thereby enhancing trust and satisfaction (Adeniyi, 2024). However, challenges such as data privacy issues and algorithm inaccuracies may hinder these benefits. This study aims to assess the effectiveness of mobile personalization in fostering consumer trust and provides insights for e-commerce platforms to refine their personalization tactics (Chinwe, 2025).
Statement of the problem
Online shopping apps in Abuja often struggle with low consumer trust due to impersonal user experiences. Generic content and suboptimal personalization may result in diminished confidence in the platform, affecting purchase decisions. This study aims to identify the obstacles in implementing effective mobile personalization and its impact on consumer trust.
Objectives of the study:
To evaluate the impact of mobile personalization on consumer trust.
To identify challenges in personalization strategies.
To recommend strategies for improving trust through personalization.
Research questions:
How does mobile personalization influence consumer trust?
What challenges hinder effective personalization in e-commerce?
What improvements can enhance consumer confidence?
Significance of the study
The study provides valuable insights for online shopping apps to enhance consumer trust through effective personalization, leading to improved customer satisfaction and higher conversion rates (Chinwe, 2025).
Scope and limitations of the study:
Focused on a single online shopping app in Abuja, this study examines mobile personalization exclusively, without comparing other trust-building measures.
Definitions of terms:
Mobile Personalization: Customization of mobile app content based on user data.
Consumer Trust: The confidence users have in a digital platform.
Online Shopping App: A mobile application for purchasing goods.
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