Peran Artificial Intelligence dan Stimulus Digital Dalam Keputusan Pembelian Generasi Z pada E-Commerce: Tinjauan Literatur Berbasis Model S-O-R

Abstract

 Generation Z has become the most dominant digital consumer segment in e-commerce, where their purchasing decisions are strongly shaped by technological stimuli. This study examines Artificial Intelligence and Digital Technology Stimuli as variable X and Generation Z Purchase Decision as variable Y, using the psychological mechanism conceptualized in the Stimulus–Organism–Response (S-O-R) model. A systematic literature review was conducted on publications from 2021 to 2025 related to AI-driven marketing, digital consumer behaviour, and e-commerce. The findings indicate that AI-based personalization, chatbots, predictive recommendations, and digital service quality function as stimuli (S) that shape the organism (O) through trust, perceived value, flow experience, and emotional responses. Positive organism formation subsequently triggers the response (R), reflected in purchase intention, purchase decision, and repeat purchase. The literature further emphasizes that the effectiveness of AI is highly dependent on users’ trust and comfort; overly aggressive personalization may create perceived intrusiveness and lower purchase intention. Overall, this study highlights that Generation Z’s purchase decisions are not driven solely by technological sophistication, but by how AI-based stimuli construct internal psychological processes. These findings reinforce the importance of applying ethical, secure, personalized, and non-intrusive AI strategies to enhance purchasing decisions in e-commerce environments.