Enhancing Online Impulse Buying through Artificial Intelligence Stimuli and Social Stimuli in Generation Z: The Mediating Role of Brand Trust

The purpose of this research is to investigate and explain the extent to which artificial intelligence stimuli and social behavior determinants influence online impulse buying in Pakistan’s e-retail sector positioning brand trust as central pathway mechanism among generation Z. Drawing on the integrated Stimulus-Organism-Response (SOR) framework and Technology Acceptance Model (TAM), study specified three stimuli factors AI exposure, AI accuracy perception, and recommended product, while buying impulsiveness and subjective norms were incorporated as behavioral constructs to predict impulse buying behavior mediated by the brand trust. Data were collected from generation Z and broader adult cohort via cross-sectional Google Survey yielding 508 valid responses. Partial-Least-Square, structural equation modeling (SmartPLS-4.0) was used to test the hypothesized relationship of the variables. Findings of the study revealed AI accuracy perception and subjective norms exhibited strong mediating effect through brand trust on impulse buying as compared to AI exposure, recommended product, and buying impulsiveness. Overall, the model explained 57.0% effect on brand trust and 35.8% was recorded on impulse buying with satisfactory predictive relevance and effect size. AI accuracy perception and subjective norms are strong calibration with brand trust; where effect size indicates larger trust leads to influence impulse buying significantly.