The study tests whether algorithmically personalized ads increase impulse buying, with pre purchase perceived value (price, emotional, social) as mediator and the traits extraversion and agreeableness as moderators. Survey data from 106 social media users were analyzed using SPSS regression procedures. The authors report significant direct, mediated and moderated effects, concluding that emotional and social value perceptions amplify impulsive buying, especially for highly extraverted or agreeable consumers. The generalizability of results is recommended to be enhanced by addition of more personality traits including neuroticism or conscientiousness as well as longitudinal and experimental efforts are suggested in future research to enhance the précised outcomes.
Cite this paper
Bakar, A. and Wang, H. (2025). The Role of Algorithmic Ad Personalization in Driving Impulse Buying Behavior: Mediating Effects of Perceived Value and Moderating Personality Traits. Open Access Library Journal, 12, e13822. doi: http://dx.doi.org/10.4236/oalib.1113822.
Ali, F., Tauni, M.Z., Ali, A. and Ahsan, T. (2021) Do Buyer-Seller Personality Simi-larities Impact Compulsive Buying Behaviour? Journal of Consumer Behaviour, 20, 996-1011. https://doi.org/10.1002/cb.1949
Chap, C. (2022) How Machine Learning Artificial Intelligence Improves Users’ Perceptions of Facebook Ads: A Model of Personalization, Advertising Value and Purchase Intention. Thesis, Ohio University.
Chen, S., Zhi, K. and Chen, Y. (2022) How Active and Passive Social Media Use Affects Impulse Buying in Chinese College Students? The Roles of Emotional Responses, Gender, Materialism and Self-Control. Frontiers in Psychology, 13, Article 1011337. https://doi.org/10.3389/fpsyg.2022.1011337
Chu, J. (2023) The Effects of Per-sonalized Advertisements on Consumer Decision-Making Behavior. International Journal of High School Research, 5, 54-59. https://doi.org/10.36838/v5i3.11
Kerley, T. (2024) Digital Influencers’ Visual Narratives and Algorithmic Power: Identity Construction and Impulsive Consumption on Social Networks. International Journal of Scientific Management and Tourism, 10, e1196. https://doi.org/10.55905/ijsmtv10n6-012
Nablsi, R. (2024) “Buy Now, Think Later?”: The AI Product Recommendations Effect: From Impulse Buying to Post-Purchase Emotions. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1868947
Nazir, S., Khadim, S., Ali Asadullah, M. and Syed, N. (2023) Exploring the Influence of Artifi-cial Intelligence Technology on Consumer Repurchase Intention: The Mediation and Moderation Approach. Technology in Society, 72, Article ID: 102190. https://doi.org/10.1016/j.techsoc.2022.102190
Ngo, T.T.A., Nguyen, H.L.T., Nguyen, H.P., Mai, H.T.A., Mai, T.H.T. and Hoang, P.L. (2024) A Comprehensive Study on Factors Influencing Online Impulse Buying Behavior: Evidence from Shopee Video Platform. Heliyon, 10, e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Ram, M., Maryam, P. and Bernard, A.T. (2024) Beyond the Click: Unveiling the Influence of AI Personalization on E-Commerce Impulse Buys. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1862571
Tania, J. and Oktavia, T. (2024) A Bibliometric Analysis of Key Drivers of Online Impulse Buying Behavior. Journal of System and Management Sciences, 14, 489-508.
Walsh, G., Shiu, E. and Hassan, L.M. (2014) Replicating, Validating, and Reducing the Length of the Consumer Perceived Value Scale. Journal of Business Research, 67, 260-267. https://doi.org/10.1016/j.jbusres.2013.05.012
Wu, I., Chiu, M. and Chen, K. (2020) Defining the Determinants of Online Impulse Buying through a Shopping Pro-cess of Integrating Perceived Risk, Expectation-Confirmation Model, and Flow Theory Issues. International Journal of Information Management, 52, Article ID: 102099. https://doi.org/10.1016/j.ijinfomgt.2020.102099
Xiong, Y. and Tseng, C.J. (2024) The Impact of Social Media Influencer Characteristics on Purchase Intentions: A Moderated Mediation Effect of Regulatory Focus to Perceived Uniqueness. Journal of System and Management Sciences, 14, 527-546.
Xue, Y., Feng, T. and Wu, C. (2024) How Technical and Situational Cues Affect Impulse Buying Behavior in Social Commerce? Evidence from Bored Consumers. Frontiers in Psychology, 15, Article 1405189. https://doi.org/10.3389/fpsyg.2024.1405189
Zarouali, B., Boerman, S.C. and de Vreese, C.H. (2021) Is This Recommended by an Algorithm? The Devel-opment and Validation of the Algorithmic Media Content Awareness Scale (AM-CA-Scale). Telematics and Informatics, 62, Article ID: 101607. https://doi.org/10.1016/j.tele.2021.101607
Gao, Y. and Liang, J. (2025) The Im-pact of AI-Powered Try-On Technology on Online Consumers’ Impulsive Buying In-tention: The Moderating Role of Brand Trust. Sustainability, 17, Article 2789. https://doi.org/10.3390/su17072789
Istiasih, H. (2024) Consumer Emotions un-der the Influence of AI: A TPB-Based Approach to Impulse Buying Patterns in Per-sonalized. United International Journal for Research & Technology, 6, 31-39.
Dang, T., Nguyen, L. and Duc, D.T.V. (2025) Impulsive Buying and Compulsive Buying in Social Commerce: An Integrated Analysis Using the Cogni-tive-Affective-Behavior Model and Theory of Consumption Values with Pls-sem. SAGE Open, 15. https://doi.org/10.1177/21582440251334215
Le, N., Le, T.H.H., Huynh, T.N., Do, D.Q., Pham, T.K.T. and Tran, T.N.O. (2024) Marketing Stimuli and Impulse Buying: The Role of Traits, Reviews and Motives. Journal of Promotion Management, 31, 96-124. https://doi.org/10.1080/10496491.2024.2428965
Lashari, N.A., (2025) Exploring the Impact of Instagram Influencers and Influencer-Product Congruence on Perceived Value and Purchase Intentions for Hedonic Cosmetic Products. Master’s Thesis, Vil-niaus Universitetas.
Anoop, T.S. and Rahman, Z. (2024) Online Impulse Buying: A Systematic Review of 25 Years of Research Using Meta Regression. Journal of Consumer Behaviour, 24, 363-391. https://doi.org/10.1002/cb.2418
Chen, X., Kim, S. and Kim, D.Y. (2025) Integrative Analysis of Antecedents and Consequences of Tiktok Impulse Buying Behavior: The Moderating Role of Trust Propensity and Self-Congruence. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/apjml-12-2024-1876
Shekhawat, D.D.S. and Kaur, J. (2025) Internet Addiction and the Role of AI in Online Compulsive Buying Behaviour. In: Vale, V.T. and Gradim, A.C., Eds., Effective Marketing and Consumer Behavior Tactics for High-End Products, IGI Global, 1-30. https://doi.org/10.4018/979-8-3693-8739-9.ch001
Ali, F., Maqsood, H. and Janjua, Q. (2025) Psychological Triggers in Online Shopping: The Influence of Scarci-ty, Urgency, and Personalization on Consumer Buying Behavior. The Critical Review of Social Sciences Studies, 3, 269-289. https://doi.org/10.59075/cxyapm95
Vashishth, T.K., Sharma, K.K., Kumar, B., Chaudhary, S. and Panwar, R. (2024) Enhancing Customer Experience through AI-Enabled Content Personalization in e-Commerce Marketing. Advances in Digital Marketing in the Era of Artificial Intelligence, pp. 7-32.
https://www.taylorfrancis.com/chapters/edit/10.1201/9781003450443-2/enhancing
-customer-experience-ai-enabled-content-personalization-commerce-marketing-
tarun-kumar-vash-ishth-vikas-kewal-krishan-sharma-bhupendra-kumar-sachin-
chaudhary-rajneesh-panwar
