The Role of AI Personalization in Shaping Students’ Decision-making: The Mediating Role of Students’ Intentions and the Moderating Effect of Academic Technology Experience in Higher Education

Abstract

Purpose: This study investigates the impact of AI-driven personalization on university students’ decision-making, with a particular focus on the mediating role of intention to apply and the moderating effects of experience with academic technology. By exploring these relationships, the research aims to offer insights into how personalized communications influence program choice and foster institutional trust.
Design/methodology/approach: A quantitative approach was employed, with data collected through surveys completed by 425 university students. Structural Equation Modeling (SEM) was applied to analyze the relationships between the variables.
Findings: The findings indicate that AI-powered personalization significantly influences students’ decision-making directly. However, it does not have a direct effect on intention to apply. The mediating role of intention to apply is crucial, linking AI personalization to decision-making. Furthermore, experience with academic technology moderates the relationship between AI personalization and intention to apply, with higher levels of experience strengthening this connection.
Originality: This study provides insights into how AI-powered personalization shapes student decision-making in higher education. The results show that while AI personalization may not directly drive students’ intention to apply, it plays a key role in fostering trust and engagement, which ultimately influences their decisions. Students with more experience in academic technology are particularly responsive to personalized content, emphasizing the importance of tailoring communication strategies to different technological proficiency levels. These findings offer valuable guidance for institutions looking to enhance student engagement and create more meaningful interactions through AI-driven personalization.