Title: When intrusiveness does not deter: its positive mediating role in AI-driven cross-channel personalisation

Authors: I. Narsis; K. Sumathi

Addresses: Department of Commerce, Government Arts College, Tiruchy – 620022, Tamilnadu; Affiliated to Bharathidasan Univerisy, India ' CARE College of Arts and Science, Tiruchy – 620022, Tamilnadu, India; Affiliated to: Bharathidasan University, India

Abstract: This study investigates the dual impact of AI-enabled personalisation (AIP) on purchase intention, examining the mediating roles of perceived value and intrusiveness within the personalisation-privacy paradox. Data were collected from 498 cross-channel shoppers in Tiruchy City, India, and hypotheses were tested using PROCESS macro mediation analysis with 5,000 bootstrap samples. Results confirm AIP enhances both value and intrusiveness, validating its dual-edged nature. While perceived value positively mediates the AIP-purchase intention relationship, perceived intrusiveness unexpectedly shows a significant positive indirect effect, contradicting conventional assumptions. The direct effect of AIP becomes non-significant when mediators are included, indicating full mediation. This suggests utilitarian benefits may overshadow privacy concerns for this demographic. The study extends the personalisationprivacy paradox literature to Tier-2 urban India, revealing context-dependent consumer responses. For marketers, prioritising value-driven personalisation alongside transparent data practices can effectively leverage AIP while maintaining consumer trust and driving purchase intentions.

Keywords: AI-enabled personalisation; AIP; cross-channel marketing; personalisation-privacy paradox; perceived value; PV; perceived intrusiveness; PI; purchase intention; emerging markets.

DOI: 10.1504/IJBPIM.2026.155167

International Journal of Business Process Integration and Management, 2026 Vol.13 No.2, pp.142 - 152

Received: 25 Nov 2025
Accepted: 25 Feb 2026
Published online: 28 Jul 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article