Decoding Gen Z: AI's influence on brand trust and purchasing behavior

Decoding Gen Z: AI's influence on brand trust and purchasing behavior

This study focuses on the role of AI in shaping Generation Z's consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing responses from 224 participants, our findings reveal that AI exposure, attitude toward AI, and AI accuracy perception significantly enhance bran...

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Bibliographic Details
Main Authors: Cristobal Rodolfo Guerra-Tamez, Keila Kraul Flores, Gabriela Mariah Serna-Mendiburu, David Chavelas Robles, Jorge Ibarra Cortés
Format: Article
Language:English
Published: Frontiers Media S.A. 2024-03-01
Series:Frontiers in Artificial Intelligence
Subjects:
artificial intelligence
brand trust
flow experience
consumer behavior
Gen Z
Online Access:https://www.frontiersin.org/articles/10.3389/frai.2024.1323512/full

Internet

https://www.frontiersin.org/articles/10.3389/frai.2024.1323512/full

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