International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Attitude towards AI and Online Purchase Behaviour among Gen X, Gen Y and Gen Z Consumers in Chennai

Author(s) Mr. A. Venkatesh, Dr. S. Jansirani
Country India
Abstract Artificial intelligence (AI) is increasingly embedded in online retail platforms, shaping how different generations search, evaluate and purchase products. This study examines the relationship between attitude towards AI and online purchase behaviour among Gen X, Gen Y and Gen Z consumers in Chennai. Drawing on the Technology Acceptance Model and Stimulus–Organism–Response framework, the model incorporates perceived usefulness, perceived ease of use, trust and perceived value as key antecedents of attitude towards AI, and tests whether generational cohort moderates these relationships (Huang & Ren, 2021; Nguyen, 2023). Data were collected from 200 online shoppers in Chennai via a structured questionnaire and analysed using factor analysis, correlation, multiple regression, ANOVA, chi-square tests, z-tests and structural equation modelling. The findings indicate that attitude towards AI significantly predicts online purchase intention and self reported purchase behaviour across all generations, with stronger effects for Gen Y and Gen Z. Implications are offered for AI-based retail strategy and generationally tailored digital marketing.
Keywords attitude towards AI; online purchase behaviour; Technology Acceptance Model; generational differences; Chennai
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-01-15
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.65976
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E-ISSN 2582-2160
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