The Influence of Fear of Missing Out, Personalized Artificial Intelligence Recommendations and Conversational User Interfaces on Impulse Buying Behavior, With Brand Engagement as an Intervening Variable

الملخص

The transformation of the social commerce and artificial intelligence era has fundamentally redefined the dynamics of consumer behavior, especially in the phenomenon of impulse buying behavior. This study aims to analyze the influence of Fear of Missing Out (FoMO), Personalized Artificial Intelligence (AI) recommendations, and Conversational User Interfaces (CUI) on impulse buying behavior, with brand engagement as a mediating variable. Using the theoretical foundation of the Stimulus-Organism-Response (SOR) Framework and Cognitive Load Theory, this quantitative research was designed with an explanatory correlational approach. Data collection was conducted through a structured online survey using a 5-point Likert scale to 250 active e-commerce consumer respondents from Generation Z and Millennials who have experience interacting with AI features and chatbots/voice assistants on digital platforms. The data analysis technique used Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. The results of the study are expected to confirm that FoMO as a psychological stimulus, along with personalized AI recommendations and CUI interactivity as technological stimuli, have positive and significant implications directly on brand engagement and impulse buying behavior. Furthermore, brand engagement is proven to play an important role as an intervening variable that strengthens the conversion of psychological and technological impulses into unplanned purchasing actions. The theoretical implications of this research expand the application of the SOR framework in the conversational commerce ecosystem, while its practical implications provide strategic guidance for digital marketers to optimize AI personalization and ethical conversational interactions to drive consumer loyalty and emotional responses.   

Keywords: Fear of Missing Out (FoMO), Personalized Artificial Intelligence, Conversational User Interfaces, Brand Engagement, Impulse Buying Behavior, SOR Framework.