The potential of AI tools in shaping digital consumers’ behavior: investigating e-commerce engagement of Chinese Generation Z

Luoxi Pu · Robert Istvan Radics · Faith Jeremiah · Zhi Quan

23 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence AI in Service Interactions

Abstract

Purpose The purpose of this study is to investigate the potential adoption of AI-powered tools by Chinese Generation Z (Gen Z) consumers in e-commerce. It aims to understand how factors, such as performance expectancy, effort expectancy, social influence and facilitating conditions, affect behavioral intention and user behavior towards AI-enhanced e-commerce platforms. Design/methodology/approach The study employed the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. A survey with 24 questions across six constructs was designed and distributed to Chinese Gen Z consumers aged 18–28. The research used convenience and quota sampling methods in four commercial complexes in a populous southwestern Chinese city, with 280 valid responses collected. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings It is found that performance expectancy, effort expectancy and facilitating conditions positively influence behavioral intention to use AI-powered e-commerce tools. Surprisingly, social influence shows a negative correlation with behavioral intention, suggesting that Chinese Gen Z consumers may not be swayed by others’ opinions in adopting these technologies. Facilitating conditions and behavioral intention both significantly affect user behavior. Gender differences can be observed, particularly in the impact of effort expectancy on behavioral intention. Originality/value This study extends the application of the UTAUT model to the rapidly evolving e-commerce sector, focusing on AI-powered tools and the unique characteristics of Chinese Gen Z consumers. By highlighting gender differences and the specific preferences of this generation, the research contributes to a more nuanced understanding of technology acceptance in e-commerce, guiding future marketing strategies and platform development.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 2003User Acceptance of Information Technology: Toward A Unified View1 2011PLS-SEM: Indeed a Silver Bullet 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2009An empirical comparison of the efficacy of covariance-based and variance-based SEM 2015The unified theory of acceptance and use of technology (UTAUT): a literature review 2015Modeling Consumers’ Adoption Intentions of Remote Mobile Payments in the United Kingdom: Extending UTAUT with Innovativeness, Risk, and Trust

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