Causal Effects of AI-Powered Digital Assistance on Generation Z Online Shopping: A Data Mining Approach

This study investigated the effects of AI-powered online shopping service attributes and Generation Z consumer characteristics on the attitudes and behaviors of Generation Z consumers. Using focus groups and inductive analysis, six key attributes of AI-powered digital assistance were identified from the perspective of Generation Z consumers. Rough Set Analysis was applied to establish causal relationships among the conditional attributes of AI-powered digital assistance, consumer characteristics, and Generation Z consumers’ attitudes and behaviors, resulting in ten decision-making rules. The findings extend academic research on the response mechanisms of Generation Z consumers to novel technology services and provide managers strategic insights for improving online services.