Panya, V. , Sa-nga-ngam, P. and Leelasantitham, A. 2025. AI-Powered Personalization in Online Shopping: Key Factors Influencing Customer Retention. Journal of Mobile Multimedia. 21, 02 (Jul. 2025), 307–342. DOI:https://doi.org/10.13052/jmm1550-4646.2125.