Can I read Flow Experience and Brand Trust in Gen Z on EtoBox?
Flow Experience and Brand Trust in Gen Z by Shahriar Azizi is a document available to read on EtoBox.
What is Flow Experience and Brand Trust in Gen Z about?
The study by Guerra-Tamez et al. investigates the influence of brand trust on the purchasing decisions of Generation Z consumers, proposing that high brand trust positively affects their purchasing behavior. It highlights the role of flow experience as a mediating variable, suggesting that a positive flow experience during interactions with AI systems enhances brand trust and loyalty. The research emphasizes the importance of flow experience in shaping Generation Z
- Author
- Shahriar Azizi
- Language
- EN