Algorithmic Performance Expectations and Impulsive Buying in E-Commerce: Trust in Algorithm-Generated Recommendations as a Mediator

Abstract

This study investigates the impact of algorithmic performance expectations on impulsive buying behavior within e-commerce platforms, with trust in algorithm-generated recommendations serving as a mediating variable. A structured questionnaire was administered to 116 online shoppers in Yogyakarta, Indonesia. The hypothesized relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical results confirm that algorithmic performance expectations significantly enhance consumer trust (β = 0,627, p < 0,05), which in turn, positively drives impulsive purchasing behavior (β = 0,423, p < 0,05). This findings suggest that consumer perceptions of algorithmic accuracy and transparency are pivotal in fostering trust and spontaneous consumption.