Technology-Enabled Personalisation, Perceived Value, And Consumer Responses In Digital Consumption Contexts: A PRISMA Review
Main Article Content
Abstract
Purpose: This review synthesises how technology-enabled personalisation shapes perceived value and subsequent consumer responses across digital consumption contexts. It addresses a fragmented literature in which artificial intelligence (AI), immersive technologies, perceived value, post-purchase behaviour, and privacy are often examined separately, and integrates these streams within a connected four-level framework.
Methodology: A PRISMA-guided Scopus search was executed on 28 August 2026 for publications from 2018 to 2026 using personalisation, perceived value, and purchase-or-loyalty term blocks. Ninety-four records were retrieved, and 67 studies were retained after screening. The included studies were coded across four framework levels, while author-keyword frequencies were used descriptively to identify high-connectivity constructs in the retrieved corpus.
Findings: Perceived value (27 records), purchase intention (25), and loyalty (22) emerged as the most frequent connector constructs. The synthesis indicates that functional, emotional, social, and hedonic value are associated with repeat purchase and loyalty outcomes, often through satisfaction, trust, and engagement. Privacy concern emerges as a potential boundary condition that may weaken the translation of perceived value into continued consumption, although direct moderation evidence remains uneven.
Contribution: The review develops an integrative connector framework that distinguishes AI and immersive technologies at the technology level and clarifies how personalisation is translated into value and consumer responses. Its contribution lies not in introducing new constructs, but in specifying their cross-level relationships and identifying which links are sufficiently established for synthesis and which require direct empirical testing, particularly in digital media and immersive consumption environments
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