A Conceptual Examination of AI-Driven Personalization and Technology Adoption as Determinants of Impulsive Buying Behaviour

Abstract

Purpose – The purpose of this research is to investigate in a conceptual way how personalization and technology adoption in digital commerce can affect impulsive buying behaviour. It aims to build an understanding of how personalized AI-driven experiences and consumers' attitudes towards technology work together to drive spontaneous purchases. Design/Methodology/Approach – The study uses a conceptual research design after reviewing and synthesizing the existing literature on artificial intelligence, personalization, technology adoption and impulsive buying behavior. Theories and findings were examined to determine certain relationships, gaps in the literature, and conceptual connections between the study variables. Findings- The review shows that AI-driven personalisation, such as making personalised recommendations, predictive analytics, targeted advertising, intelligent chatbots and real-time promotional offers, has a positive impact on consumer engagement and encourages impulsive buying behaviour. Findings also indicate that the degree to which technology is adopted, including perceived usefulness, ease of use, trust, and acceptance, enhances the interaction consumers have with the AI-powered systems, thus enhancing the impact of personalisation in marketing. The study also underscores privacy concerns, transparency issues, and ethics as crucial factors affecting customer reactions to AI driven personalization. Research Limitations/Implications – The relationships proposed in this conceptual study have not been tested. The framework needs to be tested by other consumer groups, cultures, and digital platforms in the future to increase the generalizability and ease of applications. Practical Implications – The study offers marketers, digital platform managers and AI technology adopters’ valuable insights into how they can optimise customer engagement, personalised experiences and use AI technologies to affect consumer purchasing decision-making while keeping their customers' trust and confidence. Originality/Value – This research adds to the body of the literature by presenting a single conceptual framework that accounts for the interplay between personalization using AI and technology adoption on impulsive buying behaviour in the digital commerce landscape.