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Abstract
By employing a quantitative research approach and structural equation modeling (SEM) based on survey data from 328 Generation Z consumers, this study examines the impact of five AI chatbot service quality dimensions (after excluding the “availability” factor at the exploratory factor analysis stage) on consumer loyalty, with trust in AI chatbot services serving as a mediating variable. Empirical results indicate that all five dimensions have positive and statistically significant effects on trust in AI chatbot services, which in turn strongly fosters consumer loyalty. Notably, personalization and security are identified as the two most critical antecedents in the formation of trust in AI chatbot services. These findings elucidate the indirect transmission mechanism of trust, affirming that for Generation Z consumers, sustainable engagement with a platform is driven not only by technological utility but also by confidence in the competence and transparency of AI services. Based on these results, the study proposes key managerial implications, emphasizing that e-commerce platforms should prioritize optimizing personalized experiences and strengthening data security measures to maintain loyalty within the Generation Z consumer segment.