Research on the Influence of Short Video AI Personalized Recommendation on Consumers’ Impulsive Buying Behavior—Moderating Effects Based on Algorithmic Attitudes

Based on SOR theory, this paper constructs a theoretical model of the relationship between AI personalized recommendation and consumer impulsive purchasing behavior in short videos, and empirically examines the influence mechanism of AI personalized recommendation on consumer impulsive purchasing behavior in short videos. The results found that: (1) Short video AI personalized recommendation positively affects consumer impulsive buying behavior; (2) Flow experience plays a mediating role in the path of influence of AI personalized recommendation on consumer impulsive buying behavior in short video, and the higher the level of AI personalized recommendation, the more effective it is to enhance the pleasure and immersion of consumers when they browse the short video, and then stimulate their impulsive purchasing behavior; (3) Algorithmic aversion in algorithm attitude plays a negative moderating role between AI personalized recommendation and consumers’ impulsive purchasing behavior.