Decoding Gen Z: AI's Influence on Brand Trust and Purchasing Behavior
Cristobal R. Guerra-Tamez1*
Keila Kraul Flores2
Gabriela M. Serna Mendiburu1
David Chavelas Robles1
Jorge Ibarra Cortés2
- 1University of Monterrey, Mexico
- 2Monterrey Institute of Technology and Higher Education (ITESM), Mexico
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 towards AI, and AI accuracy perception significantly enhance brand trust, which in turn positively impacts purchasing decisions. Notably, flow experience acts as a mediator between brand trust and purchasing decisions. These insights underscore the critical role of AI in developing brand trust and influencing purchasing choices among Generation Z, offering valuable implications for marketers in an increasingly digital landscape.
Keywords: artificial intelligence, Brand trust, flow experience, consumer behavior, Gen Z Fuente: Sin Negrita
Received: 18 Oct 2023;
Accepted: 19 Feb 2024.
Copyright: © 2024 Guerra-Tamez, Kraul Flores, Serna Mendiburu, Chavelas Robles and Ibarra Cortés. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: PhD. Cristobal R. Guerra-Tamez, University of Monterrey, San Pedro Garza García, Mexico