Abstract
In the evolving landscape of e-commerce, we recognize the critical role of personalized marketing strategies in enhancing user engagement and influencing purchasing decisions. While much research has focused on optimizing recommendation algorithms, the impact of personalized visual elements, such as customized product covers, remains underexplored. To address this gap, we investigate how personalized product covers interact with recommendation systems to shape consumer behavior. We developed a simulated online shopping platform that replicates real-world e-commerce environments, incorporating product displays with quantified visual attributes. Using advanced analysis tools, we design personalized covers tailored to individual user preferences, ensuring both experimental control and realism. Our study follows a 2×2 factorial design to examine the effects of personalized covers and recommendation systems on engagement, purchase intent, and user satisfaction. Beyond practical implications, we contribute to theoretical discussions on consumer decision-making, exploring whether visual personalization influences emotional responses, decision confidence, and product exploration. By integrating insights from consumer behavior and digital marketing, we aim to provide both academic and industry perspectives on the role of visual elements in e-commerce. Our findings will help businesses refine their strategies, enhance user experiences, and optimize recommendation mechanisms for greater inclusivity and effectiveness.