Ai customer engagement, and purchase intention a gen z perspective in online cosmetics shopping

Abstract

Research purpose: This study investigates the impact of Artificial Intelligence (AI) on Generation Z’s purchase intention in the context of online cosmetics shopping in Ho Chi Minh City. It particularly examines how AI-powered Insight Experience and Interactive Experience influence Perceived Value and how Customer Engagement mediates the relationship between these factors and Purchase Intention. Research motivation: The rapid integration of AI in e-commerce has reshaped consumer–brand interactions. For Gen Z consumers, AI personalization and interactivity enhance engagement and satisfaction. However, limited research explores how these experiences influence purchase behavior in the cosmetics industry. Research design, approach, and method: A quantitative research design was applied, collecting data from 253 valid Gen Z respondents (aged 14–27+) in Ho Chi Minh City. The proposed model was developed based on the Stimulus-Organism-Response (S- O-R) framework and the Technology Acceptance Model (TAM). SmartPLS software was used to analyze and test the structural relationships among variables. Main findings: The findings demonstrate that both Insight Experience and Interactive Experience significantly enhance Perceived Hedonic and Utility Values, which positively affect Purchase Intention. Furthermore, Interactive Experience strongly promotes Customer Engagement, which in turn plays a key mediating role in driving Purchase Intention among Gen Z consumers in the online cosmetics sector. Practical/managerial implications: The findings suggest that e-commerce platforms should prioritize AI features that enhance interactivity and personalization to strengthen customer engagement and boost purchase intention among Gen Z consumers.