The Influence of artificial intelligence on consumers’ impulse buying behavior in online

Abstract

This study investigates the influence of Artificial Intelligence (AI) on consumers' impulse buying behavior in online shopping in Sri Lanka. Grounded in the Technology Acceptance Model (TAM) and the Stimulus-Organism-Response (S-O-R) framework, it examines how AI-driven features including personalized recommendations, emotional triggers, promotional campaigns, perceived electronic word-of-mouth (eWOM), chatbot assistance, and consumer comfort affect impulsive purchasing. Data from 279 active online shoppers were analyzed using multiple regression and moderation analysis, with consumer awareness as a moderator. Results indicate that emotional triggers, promotional campaigns, chatbot assistance, and comfort significantly influence impulse buying, whereas personalized recommendations and eWOM do not. Importantly, consumer awareness strengthens several AI-behavior relationships.