Consumer Emotions Under the Influence of AI: A TPB-Based Approach to Impulse Buying Patterns in Personalized

This study explores the effect of artificial intelligence (AI)-based personalization on impulsive buying behavior by integrating the moderating role of emotions within the Theory of Planned Behavior (TPB) framework. Using data from 198 respondents, the analysis shows that AI-based personalization significantly influences impulsive buying reinforced by emotions as a moderator. Attitudes and perceived behavioral control also contribute positively to impulsive buying. Emotions are shown to strengthen the relationship between AI-based personalization, attitudes, and perceived behavioral control toward impulsive buying, but have no significant effect on the relationship with subjective norms. These findings provide theoretical contributions by extending the TPB framework through the integration of emotions and AI-based personalization, while also offering practical implications for digital marketing strategies to effectively utilize AI technology. This study also highlights the need for consumer literacy and ethical regulation in the use of AI to minimize negative impacts on buying behavior. Keywords AI-based personalization, emotions, TPB, impulsive buying.