The Personalization Paradox in AI-Driven Tourism E-Commerce: Psychological Reactance, Threat-Substitution, and the Moderating Role of Privacy Concerns

AI-driven personalization (AIP) has become a core mechanism of digital commerce platforms, yet its psychological consequences remain theoretically fragmented. Drawing on the Stimulus–Organism–Response (SOR) framework and Psychological Reactance Theory (PRT), this study proposes a Threat-Substitution Mechanism (TSM) to explain how AIP shapes continuance intention in high-involvement online travel decisions. Using survey data from 488 Generation Y and Z users of Chinese online travel agencies and analyzing the model via PLS-SEM, results show that AIP significantly increases usage intention (UI) and reduces psychological reactance. Psychological reactance partially mediates the relationship between AIP and UI, indicating the presence of underlying psychological friction alongside dominant utilitarian benefits. Furthermore, privacy concerns amplify the negative relationship between AIP and reactance, suggesting that privacy-sensitive users exhibit heightened appraisal sensitivity rather than uniform resistance to personalization. By reconceptualizing the personalization paradox as a context-contingent threat appraisal process, this study advances electronic commerce research beyond parallel dual-effect models and clarifies the boundary conditions under which AIP enhances or constrains user continuance. Practical implications highlight the importance of algorithmic precision and autonomy-supportive design in AI-enabled commerce platforms.