The Role of AI Shopping Towards Generation Z Purchase Decisions on Shopee with Perceived Trust as a Mediation Variable

Abstract

This study aims to analyze the effect of AI Shopping on Generation Z purchase decisions on the Shopee platform with Perceived Trust as a mediating variable. The background of this study is the growing implementation of Artificial Intelligence (AI) technology in e-commerce platforms, which provides a more personalized, faster, and efficient shopping experience. However, the effectiveness of AI in encouraging purchase decisions is influenced not only by the technology itself but also by consumers’ trust in the platform. This study employed a quantitative approach using explanatory research. The population consisted of Generation Z students from the Faculty of Economics and Business, Wijaya Kusuma University Surabaya, who use Shopee. The sampling technique used was purposive sampling with 112 respondents. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with WarpPLS 7.0. The results indicate that AI Shopping has a positive and significant effect on Perceived Trust and purchase decisions. Perceived Trust also has a positive and significant effect on purchase decisions. Furthermore, Perceived Trust partially mediates the relationship between AI Shopping and purchase decisions. The implications of this study suggest that improving the quality of AI Shopping features supported by consumer trust can be an effective strategy for Shopee to enhance users’ purchase decisions, particularly among Generation Z consumers.