AI-Powered Personalization and Impulsive Buying: An S-O-R Model Approach to Post-Purchase Emotions in Fashion E-Commerce

Fashion e-commerce has changed as a result of artificial intelligence (AI), which makes highly customised product recommendations possible. Although the goal of these suggestions is to improve user experience and boost sales, they may also lead to unforeseen purchases and affect customers' post-purchase emotions. This conceptual paper integrates impulsive buying behaviour (Organism), post-purchase emotions (Response), and AI-powered recommendations (Stimulus) using the Stimulus–Organism–Response (S-O-R) framework. The study develops hypotheses for further empirical research and offers a conceptual model connecting these constructs, drawing on earlier research in marketing, consumer behaviour, and AI applications. By providing insights into how AI recommendations influence consumer decision-making and post-purchase evaluations in the context of fashion e-commerce, the study seeks to advance both theory and practice.