This study investigates the relationship between the personalised recommended product quality and consumers’ online impulse buying behavior. Based on the Stimulus Organism Response theory, this study explores how recommended product quality influences impulse buying through the mediating roles of satisfaction and product image, and the moderating role of online reviews. The research was tested using survey data collected from 390 Malaysian consumers who have experience using online shopping platforms such as Lazada and Shopee. The results of the study indicate that recommended product quality has a positive effect on impulse purchases and that product image partially mediates the relationship between recommended product quality and impulse purchases. Although recommended product quality has a positive effect on satisfaction, satisfaction has no significant effect on impulse buying. Satisfaction does not significantly mediate the relationship between recommended product quality and impulse buying. Online review stimulation had no moderating effect on recommended product quality and impulse purchase. These findings provide valuable insights for scholars and practitioners and directions for further research.