Ai-Driven Personalization Cues: Unraveling Consumer Impulsive Buying in E-Commerce

Abstract

In the era of AI-powered online retail, personalization cues play a central role in influencing consumer behavior. 
Drawing upon the Stimulus–Organism–Response (S–O–R) framework, this study examines how these dimensions 
of accuracy, relevance, timeliness, and diversity impact e-impulsive buying, defined as spontaneous online 
purchases triggered by digital stimuli. A quantitative approach was employed using a structured questionnaire, 
and responses from 475 participants were analyzed in SPSS 25. The model’s validity was established through 
reliability testing, KMO, and exploratory factor analysis. Further, mediation analysis using PROCESS Macro 
(Model 4) was applied to test the effect of personalization cues on impulsive buying through the urge to buy. 
Findings reveal that accuracy, relevant experiences, and timeliness significantly influence e-impulsive buying, 
while diversity does not show a notable effect. The results highlight the uneven influence of different 
personalization cues and provide valuable insights for optimizing AI-driven recommendation systems to stimulate 
impulse purchases. The study also outlines implications and encourages future research that incorporates 
psychological and contextual factors.