Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal of Informatics and Communication Technology (IJ-ICT)
Ninh Phu Giang
Industrial University of Ho Chi Minh City
Computer Science & IT

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The impact of ai recommendation systems on impulsive buying behaviour in electronic marketplaces: The mediating moderating role of fear of missing out Ninh Phu Giang; Bui Thanh Khoa
International Journal of Informatics and Communication Technology (IJ-ICT) Vol 15, No 4: December 2026
Publisher : Institute of Advanced Engineering and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11591/ijict.v15i4.pp1716-1725

Abstract

Artificial intelligence has spread rapidly across e-commerce, and in doing so it has reshaped how consumers reach purchase decisions. Scholarship to date concentrates mainly on what shoppers gain from algorithmic recommenders, whereas far fewer studies ask whether such systems also push buyers toward unplanned spending. The present work therefore tests how perceived attributes of AI recommendation engines relate to impulsive buying, treating fear of missing out (FOMO) simultaneously as an intervening variable and as a boundary condition. Survey evidence was gathered from 823 Vietnamese shoppers who regularly transact on AI-enabled marketplaces. Results show impulsive purchasing rising together with perceived AI authority, perceived task complexity, and with perceived personalization. FOMO carries a significant portion of each effect and, at the same time, amplifies its magnitude. These outcomes ground several managerial recommendations for platforms seeking to reconcile recommender deployment with responsible consumer conduct.
Co-Authors Bui Thanh Khoa