Impulsive Buying in AI-Driven Retail: An SOR Model Perspective on Omni-Channel Usefulness

Abstract:

Introduction: This study investigate how AI-driven retailing affects impulsive buying behavior among Malaysian youth. It investigates the role of perceived usefulness as a mediator, using the Stimulus-Organism-Response (SOR) model and the Technology Acceptance Model (TAM) as foundational frameworks. Methods: The study collected from 401 online respondents and used Structural Equation Modelling (SEM) was employed to analyze the data, using SmartPLS software. Results: The findings show that omni-channel retailing explains 57.2% of the variance in perceived usefulness and 38.3% in impulsive buying behavior. Discussion: The results underscore significant implications in emphasizing the urgent need to improve digital financial literacy among Malaysian youth to address the risks associated with impulsive spending in AI-driven retail environments. Conclusion: This research provides key insights into the dynamics of impulsive buying in AI-driven omni-channel platforms, and practical recommendations for managing technology-driven consumer behavior responsibly.

Keywords:

Artificial Intelligence, Impulse Buying Behaviour, Omni-Channel Retailing, Perceived Usefulness.

Citation: Kaur Kamaljeet, Noor Inayah Yaakub, Abu Bakar Abdul Hamid, Chan Sai Keong and Singh Jaspal (2025). Impulsive Buying in AI-Driven Retail: An SOR Model Perspective on Omni-Channel Usefulness. Horizon J. Hum. Soc. Sci. Res. 7 (1), 1–15. https://doi.org/10.37534/bp.jhssr.2025.v7.n1.id1285.p1