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

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.本研究探讨了人工智能赋能（AI-powered）在线购物服务属性与Z世代（Generation Z）消费者特征对Z世代消费者态度与行为的影响。研究采用焦点小组访谈法与归纳分析法，从Z世代消费者视角提炼出人工智能赋能数字助手的六大核心属性。随后应用粗糙集分析（Rough Set Analysis），构建了人工智能赋能数字助手的条件属性、消费者特征与Z世代消费者态度及行为之间的因果关联，最终得到十条决策规则。本研究结论拓展了Z世代消费者针对新兴技术服务的响应机制相关学术研究，并为管理者优化在线服务提供了战略决策参考。