The article examines how AI avatars may stimulate impulsive purchases through online marketplaces inUzbekistan. It shifts the research focus from purchase intention to a four-stage behavioral sequence: urge to buy, cartaddition, completed payment, and post-purchase regret or return. The method combines a targeted integrative reviewof scholarly works published between 1987 and 2026, stimulus-organism-response mapping, and contextual analysis ofofficial statistics, marketplace infrastructure, consumer policy, and Uzbek legislation. The synthesis identifies avatar cues(realism, voice, empathy, expertise, disclosure), algorithmic cues (personalization, repetition, timing), and marketplaceaffordances (reviews, scarcity, discounts, one-click checkout, rapid delivery, and Buy Now, Pay Later) as an interdependentpersuasion system. Social presence, trust, parasocial interaction, arousal, urgency, cognitive load, and paymentpain explain the transition from exposure to behavior. The article’s main scientific novelty is the Avatar-Algorithm-Marketplace-Purchase (AAMP) model, which introduces marketplace conversion coupling, a synthetic disclosure paradox,and BNPL/protective-friction moderation. Eleven testable hypotheses and a localized empirical design are proposed. Theconclusions support transparent AI identification, verifiable social proof and scarcity, total-cost disclosure, data restraint,conversion-quality metrics, and risk-based cooling measures for high-risk or credit-financed purchases.
| Mualliflar | Balkhiboeva , Rano |
|---|---|
| Jurnal | Муҳандислик ва Иқтисодиёт |
| Nashr sanasi | 2026-08-01 |
| Jild | 4 |
| Son | 8 |
| Betlar | 378-388 |
| Til | Ingliz |
AI avatar; virtual influencer; impulse buying; online marketplace; algorithmic persuasion; social presence; trust; BNPL; Uzbekistan.
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