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AI Chatbot characteristics and Gen Z consumers' purchase behavior: A cognitive-affective-behavioral perspective.
Minh Pham1, Yen Kim Ha2, Phuc Huy Nguyen2
1Faculty of Business Administration, 37 Ho Hao Hon Street, Co Giang Ward, District 1, Ho Chi Minh City Open University, 70000, Viet Nam.
Acta Psychologica
|June 8, 2026
Summary
Artificial intelligence (AI) chatbot traits like perceived intelligence and anthropomorphism boost consumer trust and purchasing behavior. Trust acts as a key mediator in these AI-driven consumer interactions.
Area of Science:
- Behavioral Psychology
- Digital Transformation
- Artificial Intelligence
Background:
- Digital transformation and AI are crucial for business growth.
- Limited research exists on AI chatbot characteristics' direct impact on consumer purchasing behavior.
- Psychological mechanisms linking AI perceptions to consumer responses require clarification.
Purpose of the Study:
- To analyze the impact of AI chatbot characteristics on Generation Z consumers' purchasing behavior.
- To investigate the mediating role of trust in the relationship between AI chatbot perceptions and purchasing behavior.
- To apply the Cognitive-Affective-Behavioral framework to understand consumer responses to AI chatbots.
Main Methods:
- Quantitative research methodology.
- Purposive sampling of 300 Generation Z consumers in Vietnam.
- Data analysis using Partial Least Squares (PLS) in SmartPLS.
Main Results:
- Perceived anthropomorphism positively influences trust and purchase behavior.
- Perceived intelligence positively influences trust and purchase behavior.
- Trust significantly mediates the relationship between AI chatbot characteristics and consumer purchase behavior.
Conclusions:
- AI chatbot characteristics significantly impact consumer trust and purchasing behavior.
- Trust is a critical factor in mediating the effects of AI chatbot attributes on consumer actions.
- Findings offer theoretical insights into behavioral psychology and practical implications for businesses enhancing AI chatbot user experiences.
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