<![CDATA[Technological advancements in Indonesia's digital market have accelerated transformation and driven the growth of online shopping. Shopee, as an e-commerce platform offering AI features and live shopping. This research examines the influence of AI Personalization-Based Recommendation and Hedonic Shopping Value on Impulse Buying, with Emotional Response as the mediating variable among Shopee’s live shopping consumers in Indonesia. Employing an explanatory quantitative approach with Partial Least Squares-Structural Equation Modeling (PLS-SEM) on a sample of 162 respondents, the results reveal that AI Personalization-Based Recommendation positively and significantly affects Emotional Response but negatively and insignificantly impacts Impulse Buying. Hedonic Shopping Value positively and significantly influences Impulse Buying, yet its effect on Emotional Response is positive but insignificant. Emotional Response positively and significantly predicts Impulse Buying, with R-square for Emotional Response at 0.782 (strong) and for Impulse Buying at 0.588 (moderate). These findings confirm Emotional Response as a partial mediator between AI Personalization-Based Recommendation and Impulse Buying, while affirming Hedonic Shopping Value as a strong direct predictor of impulse buying in the live shopping context. Theoretically, the results enrich the S-O-R framework in digital marketing; practically, they recommend optimizing AI personalization and hedonic elements to enhance impulse purchase conversions on Shopee.]]>
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