Decoding Gen Z: AI's influence on brand trust and purchasing behavior.
Cristobal Rodolfo Guerra-Tamez1, Keila Kraul Flores2, Gabriela Mariah Serna-Mendiburu1
1Art and Design Department, Centro Roberto Garza Sada de Arte, Arquitectura y Diseño, Universidad de Monterrey, Nuevo León, Mexico.
Frontiers in Artificial Intelligence
|March 19, 2024
Summary
Artificial intelligence (AI) significantly boosts brand trust and purchasing decisions for Generation Z consumers. Positive AI perceptions and experiences enhance trust, influencing buying behavior across various sectors.
Area of Science:
- Consumer Behavior
- Artificial Intelligence
- Digital Marketing
Background:
- Generation Z represents a key demographic navigating an increasingly digital marketplace.
- Understanding the influence of emerging technologies like Artificial Intelligence (AI) on their consumer habits is crucial for businesses.
- Previous research has explored technology adoption but less so the nuanced impact of AI on trust and purchasing decisions within specific sectors.
Purpose of the Study:
- To investigate the role of Artificial Intelligence (AI) in shaping Generation Z's consumer behaviors.
- To determine how AI exposure, attitude, and perceived accuracy influence brand trust and subsequent purchasing decisions.
- To examine the mediating effect of flow experience on the relationship between brand trust and purchasing decisions.
Main Methods:
- A quantitative study was conducted with 224 Generation Z participants.
- Data was collected through surveys assessing AI exposure, attitude toward AI, AI accuracy perception, brand trust, flow experience, and purchasing decisions.
- Statistical analysis, including mediation analysis, was employed to examine the relationships between variables.
Main Results:
- AI exposure, positive attitude toward AI, and perceived AI accuracy were found to significantly enhance brand trust.
- Brand trust was identified as a key driver positively impacting Generation Z's purchasing decisions.
- Flow experience was confirmed to mediate the relationship between brand trust and purchasing decisions, highlighting the importance of engaging user experiences.
Conclusions:
- Artificial Intelligence plays a pivotal role in building brand trust among Generation Z consumers.
- Marketers can leverage AI to enhance brand trust and positively influence purchasing decisions, particularly by fostering engaging user experiences.
- These findings offer critical insights for digital marketing strategies targeting the Generation Z demographic.
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