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

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.