The Influence of Artificial Intelligence on Consumer Purchasing Decisions in the Digital Era: Case on Generation Z in Emerging Country

Abstract

The world is experiencing significant changes in terms of technology. One of them is artificial intelligent which has a significant role in recent years. Generation Z, as a generation that is very familiar with digital transformation and the internet, shows potential in using AI to make purchasing decisions. This research focuses on how Generation Z in China and Indonesia use artificial intelligence to search for information and reviews of desired products, making it easier to determine which products to purchase. There are several factors that influence consumers to use AI in decisions to purchase a product, namely perceived usefulness, perceived ease of use, and social media usage. This research uses a quantitative methodology and an online questionnaire to gather data on 200 respondents. The result of the research show that perceived ease of use and perceived usefulness have a positive influence on attitude toward using AI. However, social media usage does not have a significant influence on attitude toward using AI. Then, attitude toward using AI has a positive and significant influence on behavioral intention to using AI.