The Impact Of AI Application On Generation Z’s Online Fashion Purchase Intention

Vu Thi Tinh, Ngo Vu Quynh Thi, Nguyen Thi Boi Ngoc, Tran Nhat Minh, Nguyen Ngoc Hoang

Abstract


This study investigates the impact of artificial intelligence (AI) applications on Generation Z’s online fashion purchase intention by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). It examines how perceived ease of use, perceived personalization, perceived quality, and perceived risk influence attitudes toward AI, perceived usefulness, and purchase intention. Data were collected from 308 Generation Z respondents in Vietnam through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ease of use and perceived personalization have significant positive effects on attitudes toward AI, while perceived quality and perceived risk do not show significant relationships. Attitude toward AI is identified as a key determinant, strongly influencing perceived usefulness and moderately affecting purchase intention. Furthermore, perceived usefulness emerges as the strongest predictor of purchase intention. The model demonstrates satisfactory explanatory and predictive power. This study contributes to the literature by clarifying the role of AI in shaping consumer behavior in e-commerce. Practically, it suggests that businesses should enhance usability, strengthen personalization strategies, and emphasize the functional benefits of AI to improve customer engagement and purchase intention among Generation Z.

Keywords


artificial intelligence; generation Z; online shopping; purchase intention; personalization.

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v59.1.8601

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