The role of AI-powered personalization in shaping Generation Z consumer decision journey in online retail : master's thesis

Žlajpah, Hanna (author), Kos Koklič, Mateja (mentor), Zalaznik, Maja (member of the commission for defense), Kolar, Tomaž (member of the commission for defense)

• Language: English
• Keywords: trade, online shopping, artificial intelligence, personalization, algorithms, trust, safety, generation gap
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: EF - School of Economics and Business
• Place of publishing: Ljubljana
• Publisher: H. Žlajpah
• Year: 2025
• Number of pages: 1 spletni vir (1 datoteka PDF (II, 40, 8 str.)
• PID: 20.500.12556/RUL-177527
• UDC: 366
• COBISS.SI-ID: 260859395
• Publication date in RUL: 23.12.2025

Secondary language

• Language: Slovenian
• Title: Vloga z UI podprte personalizacije pri oblikovanju potovanja pri odločanju generacije Z v spletni trgovini
• Keywords: trgovina, spletna trgovina, umetna inteligenca, personalizacija, algoritmi, zaupanje, varnost, medgeneracijske razlike