Gen Z Adoption of AI Virtual Assistants for Personalized Shopping: Motivations and Barriers in Ho Chi Minh City

Vo The Sinh; Ho Gia Nhu; Ly Kien Van; Nguyen Tran Lam Tu

doi:10.61602/jdi.2026.89.01

Vo The Sinh, Ho Gia Nhu, Ly Kien Van, Nguyen Tran Lam Tu

Publication date: 2026

Page: 1-10

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Issue: 89

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Keywords: AI virtual assistants; Attitudes; Barriers; Motivators; Personalized shopping

Abstract:

This study examines factors influencing Generation Z (Gen Z) in Ho Chi Minh City to adopt AI virtual assistants for personalized shopping. A quantitative survey of 308 Gen Z participants was conducted. The research integrates the Technology Acceptance Model (TAM), Technology Readiness Index (TRI), and Behavioral Reasoning Theory (BRT) to analyze how drivers (optimism, innovativeness) and inhibitors (insecurity, discomfort) affect reasons for adoption or rejection, attitudes, and behavioral intentions. Findings reveal that motivators strengthen adoption reasons, fostering positive attitudes and usage intentions, while barriers increase rejection reasons, reinforcing resistance and negative attitudes. Positive attitudes significantly enhance usage intentions and reduce rejection. This study advances technology acceptance research by focusing on young Vietnamese consumers and offers practical insights for promoting AI virtual assistant adoption in personalized shopping.