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VOL. 11, ISSUE 2 (2026)
Retail innovation through conversational commerce: Adoption intention of Gen Z consumers in Ahmedabad
Authors
Dr. Yamini K Menon, Dr. Parinda V Doshi
Abstract
Brand interactions
with the consumers has being revolutionised by conversational commercethrough
the messaging apps like, Instagram and WhatsApp. Particularly, Generation Z
consumers, who are distinguished by their peer-driven adoption and mobile-first
behaviours, are found affected by this trend. For this generation of digital
natives, shopping via messaging is a smooth and socially reinforced experience,
and peer pressure is a major factor in adoption. By investigating the factors
influencing urban Gen Z intention to adopt conversational commerce, this study
fills a gap in the literature that has focused on e-commerce and mobile banking
in emerging markets rather than chat-based retail. Using constructs from TAM
and TPB, the model examines the effect of perceived cost, ease of use,
personalisation, privacy and trust, perceived risk on attitude; and the effect
of attitude, behavioural control, and subjective norms on adoption intention of
conversational commerce. For this the data was gathered from 260 respondents of
the age group between 18 to 25, and who had previous experience in
messaging-based retail. The data was analysed using partial least squares
structural equation modelling. The findings show the significant effect of
perceived risk, privacy and trust, and ease of use on consumer attitudes,
attitude was not found predicting the adoption intention of the respondents.
Further, perceived behavioural control and subjective normal were observed as
the major factors affecting the behavioural intentions, highlighting the
importance of peer influence and self-efficacy in collectivist settings. The
study further provides valuable discussions and implications for the factors
affecting conversational commerce adoption by the Gen Z.
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Pages:5-12
How to cite this article:
Dr. Yamini K Menon, Dr. Parinda V Doshi "Retail innovation through conversational commerce:<i> </i>Adoption intention of Gen Z consumers in Ahmedabad". International Journal of Academic Research and Development, Vol 11, Issue 2, 2026, Pages 5-12
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