The Influence of Recommender Systems and Chatbots on Generation Z Buying Intention on Tiktok Shop: The Role of Trust Mediation and Islamic Business Ethics Moderation

Abstrak

The development of artificial intelligence (AI) technology on social commerce platforms, especially TikTok Shop, has presented two dominant innovations in the formof recommender systems and chatbots that play an important role in shaping the consumptive behavior of Gen Z. This research aims to analyze the recommender and chatbot influence on the buying intention of Gen Z Muslim consumers on TikTok Shop, with trust as a mediation variable and Islamic business ethics as a moderation variable. A quantitative approach was applied through the distribution of questionnaires to 300 Muslim Gen Z respondents in Banda Aceh City, selected using a purposive sampling technique. The data were analyzed using PLS-SEM with SmartPLS. The results show that recommender and chatbot positively significantly affect trust and buying intention. Trust has been shown to partially mediate the recommender and chatbot technologies' impact on buying intention. Islamic business ethics have a direct effect on buying intention, but they have not been shown to moderate the impact of recommender and chatbot recommendations on consumer buying intention. These findings imply that optimizing the quality of AI technology in line with the values of transparency and honesty is a crucial strategy for increasing trust and buying intention among Muslim consumers in the era of social commerce.

Identifier

• OpenAlex: https://openalex.org/W7162137858
• DOI: https://doi.org/10.18535/ijsrm/v14i05.em11