Do the Motivational Factors of Artificial Intelligence Technology Influence Millennials more than Members of Generation Z in Online Transactions?

Abstract

This study investigates the motivational factors of AI technology that influence millennials and members of Generation Z in online transactions. These factors help identify which aspects of AI technology are appealing to these consumer groups. The study used a quantitative research method to collect and analyze data from 116 respondents in Abuja Municipal Area Council (AMAC), Nigeria, with 55 being millennials and 61 being members of Generation Z. Primary data was gathered through a self-administered survey questionnaire based on the artificial intelligence device use acceptance (AIDUA) and modified AIDUA models, focusing on anthropomorphic, hedonic, utilitarian, and interaction convenience motivational factors of AI technology. Statistical Package for Social Science (SPSS) version 26 was used for the Mann-Whitney U-test for statistical analysis, with Grey and Kinnear's non-parametric effect size interpreting the practical significance of the results. The Mann-Whitney U-test showed that anthropomorphic and hedonic factors do not significantly influence millennials more than members of Generation Z in online transactions. However, utilitarian and interaction convenience factors significantly impact millennials compared to members of Generation Z. In practice, anthropomorphic and hedonic factors had a medium effect size on members of Generation Z, while utilitarian and interaction convenience factors had a small effect size on millennials in online transactions.