THE NEXT-GENERATION SHOPPER: A STUDY ON GENERATION Z’S PERCEPTION OF AI IN ONLINE SHOPPING IN VIETNAM

In Vietnam, online shopping platforms are increasingly integrating artificial intelligence (AI) to personalize user experiences and enhance customer interactions. However, empirical evidence on how Generation Z perceives and accepts AI-enabled shopping technologies remains limited. This study investigates the impact of AI on online purchase intention among Vietnamese Gen Z using an adapted Technology Acceptance Model. A quantitative approach was employed, with data collected from 372 valid responses via an online survey. SPSS and SmartPLS 4.0 were used to analyze the data using Partial Least Squares Structural Equation Modeling. The results indicate that exposure to AI, knowledge about AI, and use of AI significantly influence perceived usefulness and perceived ease of use, which in turn positively affect purchase intention. Moreover, perceived usefulness and perceived ease of use mediate the relationships between AI-related factors and purchase intention. These findings suggest that familiarity with and functional benefits of AI enhance consumers’ willingness to engage in AI-powered online shopping. This study offers practical implications for online retailers by highlighting how effective AI implementation can improve user experience and strengthen purchase outcomes.