Factors Affecting Behavioral Intention to Use E-Commerce Systems in Gen-Z, Case Study: Experience involving Artificial Intelligence

Abstract

This article aims to apply the theory of planned behavior to study the effect of experiences involving artificial intelligence on Electronic Commerce in Gen Z people. The research population is Gen Z people. The number of samples was 150 samples that were 75 males and 75 females. They all had to have e-commerce experience in the past six months. The data collection was conducted by using a questionnaire. This research's statistics were descriptive statistics such as arithmetic mean, and standard deviation, hypothesis tests such as Cronbach alpha test, correlation test, and multiple regression analysis. Firstly, descriptive statistic results showed most of the respondents had experiences involving artificial intelligence at a much level. Then, the multiple regression analysis results showed experiences involving artificial intelligence had no statistical significance on electronic commerce usage behavioral intention in this research. However, the correlation test result state an artificial intelligence usage experience has a statistical significance with attitude, subject norm, and personal control.

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