The AI personalization and multidimensional brand loyalty in the context of online learning platforms: The mediating roles of satisfaction and psychological ownership

Abstract

As online learning platforms continue to expand in Vietnam, providers face increasing pressure to enhance learner engagement, reduce dropout, and build long-term loyalty. In this context, AI personalization has emerged as a promising approach to delivering more relevant and adaptive learning experiences. This study examines the impact of Artificial Intelligence (AI) personalization on multidimensional brand loyalty in the context of online learning platforms in Vietnam and analyzes the mediating roles of satisfaction and psychological ownership. The study employed both qualitative and quantitative methods to refine the measurement scales and test the proposed model through a survey of 355 students engaged in online learning, using SPSS and AMOS software. The results showed that AI personalization positively affected psychological ownership and satisfaction, thereby directly and indirectly influencing multidimensional loyalty. Psychological ownership was identified as an important psychological mechanism promoting sustainable learner engagement, whereas satisfaction showed a weaker, though still significant, mediating role. The study contributes to extending the theory of loyalty in digital learning environments by integrating technological and psychological mechanisms, and it offers managerial implications for online learning platforms seeking to improve learner experience and reduce dropout rates.