Purpose: The purpose of this paper is to investigate the impact that personalization as a phenomenon has on consumer purchase intention. Therefore, examining personalization as a phenomenon was performed through three different variables on which personalization has a significant influence. These variables are previous purchase experience, privacy concerns, and attitudes towards personalization.  Method: The primary data collection was developed through a quantitative research approach. Moreover, the survey was used as an instrument to collect the  data from individuals that have made online purchases at least one time in  the past 12 months.  Conclusion: To conclude, our findings show that previous purchase experience  and attitudes towards personalization positively impact consumer purchase intention. On the other hand, our findings show that privacy concerns have no significant correlations with consumer purchase intention and attitudes towards personalization, which means that privacy concerns don't have any impact on purchase intention and attitudes towards personalization.