FROM AI AVATARS TO ONE-CLICK CHECKOUT: ALGORITHMIC PERSUASION AND IMPULSIVE MARKETPLACE PURCHASING IN UZBEKISTAN
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https://doi.org/10.5281/zenodo.21968907##article.subject##:
AI avatar; virtual influencer; impulse buying; online marketplace; algorithmic persuasion; social presence; trust; BNPL; Uzbekistan.##article.abstract##
The article examines how AI avatars may stimulate impulsive purchases through online marketplaces in
Uzbekistan. It shifts the research focus from purchase intention to a four-stage behavioral sequence: urge to buy, cart
addition, completed payment, and post-purchase regret or return. The method combines a targeted integrative review
of scholarly works published between 1987 and 2026, stimulus-organism-response mapping, and contextual analysis of
official statistics, marketplace infrastructure, consumer policy, and Uzbek legislation. The synthesis identifies avatar cues
(realism, voice, empathy, expertise, disclosure), algorithmic cues (personalization, repetition, timing), and marketplace
affordances (reviews, scarcity, discounts, one-click checkout, rapid delivery, and Buy Now, Pay Later) as an interdependent
persuasion system. Social presence, trust, parasocial interaction, arousal, urgency, cognitive load, and payment
pain 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. The
conclusions 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.
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• O‘zbekiston Respublikasining 2022-yil 7-iyundagi O‘RQ-776-son “Reklama to‘g‘risida”gi Qonuni
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“Iste’molchilarning huquqlarini himoya qilish to‘g‘risida”gi Qonuni
• O‘zbekiston Respublikasining 2019-yil 2-iyuldagi O‘RQ-547-son “Shaxsga doir ma’lumotlar to‘g‘risida”gi Qonuni
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