The impact of AI interaction attributes on Gen Z’s purchase intention in Ho Chi Minh City
Published: September 16, 2026
Abstract
This study evaluates the effects of AI interaction attributes on the purchase intention of Gen Z consumers in Ho Chi Minh City while examining the mediating role of trust and the moderating role of personal innovativeness in information technology. A quantitative approach combined with an experimental design was employed using data from 353 respondents. The results show that all four AI interaction attributes positively affect trust and purchase intention. Trust partially mediates these relationships, whereas personal innovativeness in information technology moderates only the relationship between responsiveness and trust. Based on these findings, the study proposes managerial implications for improving the effectiveness of AI-enabled interactions in e-commerce and live commerce.
Keywords
interaction attributesartificial intelligencepurchase intentiontrustpersonal innovativenessGen Z
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