Effectiveness of recommendation algorithms on impulsive buying in e-commerce platforms: A systematic literature review

Nuriya Fadilah; Itaul Masarroh; Muhammad Alkirom Wildan

doi:10.55942/pssj.v5i8.485

Authors

Nuriya Fadilah Universitas Trunojoyo Madura https://orcid.org/0009-0000-6536-6554
Itaul Masarroh Universitas Trunojoyo Madura https://orcid.org/0009-0006-5422-8109
Muhammad Alkirom Wildan Universitas Trunojoyo Madura https://orcid.org/0000-0002-8121-4048

DOI:

https://doi.org/10.55942/pssj.v5i8.485

Keywords:

recommendation algorithm, impulsive buying, e-commerce, consumer behavior

Abstract

This study analyzes the effectiveness of recommendation algorithms in influencing impulsive buying behavior on e-commerce platforms. Through a comprehensive review of the existing research literature, it was revealed that personalization strategies such as collaborative filtering, content-based filtering, and artificial intelligence (AI) boost impulsive buying tendencies by alleviating cognitive burdens and enhancing elements such as limited-time offers, social proof, and emotional connection. Factors such as flow experience, positive feelings, and moderating elements such as age, social media influence, and economic circumstances also play a crucial role in determining the effectiveness of these algorithms. This study provides beneficial knowledge for algorithm developers and digital marketers to refine personalization efforts and to consider psychological and contextual influences when crafting more impactful marketing strategies.

Author Biographies

Nuriya Fadilah, Universitas Trunojoyo Madura

Nuriya Fadilah is a student in in the Master of Management program at Universitas Trunojoyo Madura, Indonesia, with a concentration in marketing. Her academic interests include consumer behavior, digital marketing strategies, and brand management. She has participated in research exploring the role of marketing innovation in both public and private sector organizations.

Itaul Masarroh, Universitas Trunojoyo Madura

Itaul Masarroh is a student in in the Master of Management program at Universitas Trunojoyo Madura, Indonesia, specializing in marketing. Her scholarly interests focus on marketing communication, customer engagement, and the application of technology in enhancing marketing performance. She actively engages in academic projects and discussions related to contemporary marketing practices.

Muhammad Alkirom Wildan, Universitas Trunojoyo Madura

Muhammad Alkirom Wildan is a lecturer in the Department of Economy and Bussines at Universitas Trunojoyo Madura, Indonesia, specializing in research methodology. His academic work encompasses the design, implementation, and evaluation of research in management and business studies. He has contributed to numerous academic publications and provides guidance to graduate students in developing rigorous and impactful research projects.

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