The Effect of Web 4.0 Technologies Integration on Customer Satisfaction in the E-Commerce Industry: The Moderating Role of Data Privacy Concern

Authors

  • Beenish Nawaz Department of Business Management, SIRM College, University of Salford, Salford, UK
  • Imran Iqbal Department of Business Administration, Commecs Institute of Business and Emerging Sciences-CIBES, Karachi, Pakistan

DOI:

https://doi.org/10.65080/ajbmss.v2i2.CM2622101025

Keywords:

Web 4.0, e-commerce customer satisfaction, ai-driven personalization, immersive shopping experience, data privacy concern

Abstract

Introduction: This study aimed to analyse the integration of Web 4.0 technology in customer satisfaction in the e-commerce sector, considering three technology aspects: artificial intelligence (AI) personalisation, immersive shopping experience, and intelligent service automation.

Method: A quantitative cross-sectional survey was used to gather data from 300 participants, which was analysed using PLS SEM in SmartPLS. Factor loadings, Cronbach's alpha, composite reliability, and average variance extracted (AVE) were used to determine the quality of the reflective measurement, and structural modelling was performed using bootstrapping and two-stage moderation analysis of the interaction effects. This approach is suitable for prediction-oriented models that contain latent constructs and moderation.

Results: Immersive shopping experience had the greatest predictive value for satisfaction, followed by intelligent service automation and AI-driven personalisation. Data privacy concerns had a direct positive relationship with satisfaction. In contrast, the moderation evidence was limited, with only personalisation by privacy interaction reaching significance; the remaining interaction terms were not significant.

Conclusion: Managers should prioritise immersive shopping features and intelligent service automation to improve customer satisfaction while maintaining transparent privacy governance, particularly in data-driven personalisation. Privacy must be handled as a designed and trusted problem, and not as an obstacle to all Web 4.0 investments.

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Author Biography

  • Beenish Nawaz, Department of Business Management, SIRM College, University of Salford, Salford, UK

    Beenish Nawaz is a Lecturer and Programme Coordinator for the BSc (Hons) Business with Management (Top-Up) at the University of Salford, delivered at SIRM College, United Kingdom. She also teaches on the HND Business programme, supporting students through innovative, industry-focused learning.

    She holds an MSc in International Business from Ulster University, an MS in Advertising from Iqra University, and a completed PGCert from the University of Hertfordshire.

    With a background in marketing and entrepreneurship, Beenish has held roles in academia and industry, including Lecturer position for Business programme and Leadership and management, and Marketing Manager positions in corporate sector for big Multinational companies. She is also the CEO of a digital agency, and an Educational Consultant. Her interests include  digital marketing, e-commerce, and emerging technologies such as AI-driven personalization and immersive customer experiences.

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Published

2026-07-22

Issue

Vol. 2 No. 2 (2026): AJBMSS

Section

Articles

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Copyright (c) 2026 Beenish Nawaz Awan, Imran Iqbal (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

The Effect of Web 4.0 Technologies Integration on Customer Satisfaction in the E-Commerce Industry: The Moderating Role of Data Privacy Concern. (2026). AJBMSS - Advance Journal of Business Management and Social Sciences, 2(2), 1-13. https://doi.org/10.65080/ajbmss.v2i2.CM2622101025