Work

The Impact of Mobile App Attributes of M-Commerce Platforms on the Buying Behavior of Generation Z Customers

Year: 2026

Type: conference-paper

Abstract: This study explores how mobile app attributes influence Generation Z's m-commerce purchasing decisions through the Stimuli-Organism-Response (SOR) framework. Using PLS-SEM to analyze 319 Filipino Gen Z consumers on platforms like Shopee, TikTok Shop, and Lazada, the research validates the mediating role of AI Chatbots. Findings indicate that app attributes significantly drive purchase behavior, which in turn boosts AI Chatbot engagement and Continuous App Usage—the strongest predictor of actual purchases. These results highlight the critical need for user-friendly interfaces and integrated AI support to sustain engagement. Future research should examine specific AI design elements and broader demographic variables to further optimize the m-commerce experience.

Source: International Conference on e-Education, e-Business, e-Management and e-Learning

DOI: 10.1109/ic4e69618.2026.11631365

Authors: Angel Maureen S. Aristorenas, Diana Louise V. Jardinan, Nicole B. Llave, Jeremy Paul Gecolea, Donn Enrique Moreno

Institutions: Malayan Colleges Laguna, Mapúa University

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7202260086

FWCI:

Cites: 25

Cited by:

Related to: 10