The Impact of Logistics Information Technology on Consumer Perceptions of Personalized Marketing in Omnichannel Supply Chains

The rise of omnichannel retailing has transformed the retail landscape by integrating physical and digital channels into a seamless consumer experience.Central to this transformation is logistics information technology (LIT), which encompasses tools such as RFID, IoT, big data analytics, AI, blockchain, and cloud computing.These technologies not only enhance operational efficiency but also enable highly personalized marketing strategies.This study explores how LIT influences consumer perceptions of personalization within omnichannel supply chains, focusing on both the benefits and risks involved.Drawing on theoretical frameworks including the Stimulus-Organism-Response (S-O-R) model, Technology Acceptance Model (TAM), and Privacy Calculus Theory, the research examines how LIT-driven personalization enhances perceived convenience, relevance, and trust, while simultaneously raising privacy concerns.Empirical evidence suggests that effective personalization can significantly boost consumer satisfaction and loyalty, provided that privacy risks are managed through transparent data practices and trust-building mechanisms.A conceptual framework is proposed, integrating mediators such as trust and empowerment, and moderators like privacy concerns and personal innovativeness.The study contributes to theoretical understanding by linking logistics technology with marketing personalization perceptions and offers practical insights for retailers seeking to balance technological innovation with ethical data use in omnichannel environments.