The Digital Trust Paradox: A Netnographic Analysis of Gen Z Consumer Interactions with AI Chatbots on E-Commerce Platforms
Keywords:
Selected:AI Chatbot, Netnographic, Gen Z Consumer, E-CommerceAbstract
Introduction/Main Objectives: The integration of Artificial Intelligence (AI) into customer service has fundamentally changed the landscape of business-consumer interactions. As a group of digital natives, Generation Z (Gen Z) are the primary users of this technology, but their relationship with automation is often ambivalent.
Background Problems: Although AI chatbots offer 24/7 operational efficiency for e-commerce platforms, there is a fundamental problem regarding the “digital trust crisis.” Gen Z consumers often feel frustrated by the lack of empathy and the failure of chatbots to handle the complexity of personal issues, which can actually reduce brand loyalty. The tension between technological convenience and the need for a human touch creates a trust paradox.
Novelty: This study makes a new contribution by exploring the “digital trust paradox” through the lens of netnography. Unlike previous studies that mostly used quantitative methods (surveys), this study entered the organic discursive space of Gen Z communities on social media MSMEs to capture their resistance and adaptation behaviors towards AI that are not detected by standard statistics.
Research Methods: This study uses a qualitative approach with a netnography method to explore the subjective experiences of Gen Z consumers in depth in the digital space. The study focuses on the MSME (Micro, Small, and Medium Enterprises) Chatbot User Association, a digital community fostered by PT Permodalan Nasional Madani (PNM) in Malang, East Java.
Finding/Results: The results indicate a clear manifestation of the "Digital Trust Paradox," characterized by the tension between operational efficiency and the need for human empathy. Furthermore, the "Experience" attribute defined as cognitive and emotional engagement—was found to be the weakest link in current AI interactions.
Conclusion: The Digital Trust Paradox is a call for Empathetic Systems (system refers to the mental and neurological processes that allow a person to understand, share, and respond to the emotions of others).
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