AI Chatbot characteristics and Gen Z consumers' purchase behavior: A cognitive-affective-behavioral perspective

Nowadays, digital transformation and artificial intelligence are becoming integral to the growth and development goals of both countries and businesses. However, current research is still limited in examining the direct impact of AI chatbot characteristics on purchasing behavior. It has not fully clarified the psychological mechanisms that translate perceptions of these characteristics into emotional and behavioral responses in consumers. To address this gap, this study applies the Cognitive–Affective–Behavioral framework to analyze the impact of AI chatbot characteristics, including perceived anthropomorphism and perceived intelligence, on the purchasing behavior of Generation Z consumers through trust. The study employs quantitative methods, and data were collected via purposive sampling from 300 Generation Z consumers in Vietnam via social networking platform forums. After collection, the data are processed using partial least squares in SmartPLS. The results indicate that both perceived anthropomorphism and perceived intelligence positively influence trust and purchase behavior. At the same time, trust plays an essential connecting role in the relationship between these factors and purchase behavior. This research makes a theoretical contribution to the field of behavioral psychology and proposes managerial implications to help businesses improve user experience and promote consumer behavior in interactions with AI chatbots.