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All Journal International Journal of Applied Business and International Management
Huang XiaoFeng
President University, Jababeka Education Park, North Cikarang, Bekasi Regency 17530, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Examining the Impact of Generative AI Content on Impulse Buying Behavior in Social Commerce Huang XiaoFeng; Anton Wachidin Widjaja
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4292

Abstract

The growing adoption of generative artificial intelligence (AI) in social commerce, particularly for promotional videos and live-streaming scripts, has transformed consumer persuasion processes, yet its role in stimulating impulse buying remains insufficiently examined. This study investigates the effects of AI-generated content attributes (credibility, attractiveness, novelty, and trust) on impulse buying tendency, with perceived interactivity examined as a mediating variable. Survey data were collected from 266 Indonesian social commerce users and analyzed using multiple regression and mediation analysis via the SPSS PROCESS macro (Model 4) with 5,000 bootstrap samples. The results indicate that credibility (? = 0.341, p 0.001), attractiveness (? = 0.178, p = 0.003), novelty (? = 0.141, p = 0.019), and trust (? = 0.125, p = 0.025) have significant positive effects on impulse buying tendency. Mediation analysis shows that perceived interactivity partially mediates all relationships, with the strongest indirect effect observed for trust (indirect effect = 0.203). The findings extend impulse buying theory to AI-mediated contexts and suggest that social commerce practitioners should prioritize interactive and credible AI content to enhance consumer engagement and unplanned purchasing behavior.
Co-Authors Anton Wachidin Widjaja