Gen Z Consumer Self Protection Against AI Algorithm Manipulation in E-Commerce

Ependi Ependi; Mona Karina; Fery Hernaningsih; Hasan Basri; Archa Erica

doi:10.33050/7mh3jm73

Authors

Ependi Ependi Universitas Mohammad Husni Thamrin Author
Mona Karina Universitas Mohammad Husni Thamrin Author
Fery Hernaningsih Universitas Mohammad Husni Thamrin Author
Hasan Basri Universitas Mohammad Husni Thamrin Author
Archa Erica ADI Journal Incorporation Author

DOI:

https://doi.org/10.33050/7mh3jm73

Keywords:

Digital Self-Protection, Generation Z, E-commerce, Digital Literacy

Abstract

AI integration in e-commerce has significantly impacted consumer decision-making through tailored algorithms. Research Gap However, existing literature heavily focuses on quantitative acceptance models in Western contexts, leaving a significant gap in understanding how emerging market consumers, particularly Generation Z students, actively exercise autonomy against non-transparent AI practices and algorithmic manipulation. This study explores the self-protection strategies of Generation Z consumers in Jakarta navigating AI-driven platforms. Methodology Utilizing a Grounded Theory Approach, data were gathered through in-depth interviews with 11 participants to construct an inductive framework. Review & Theoretical Contribution The research introduces the Theory of Consumer Digital Self-Protection and the Capability-Trust-Context (CTC) Adaptation Model, demonstrating that digital self-protection is an adaptive, multidimensional process driven by cognitive capacity, trust mechanisms, and behavioral control. Practical Implications for HEIs. The findings highlight critical implications for Higher Education Institutions (HEIs) to advance SDG 4 (Quality Education) by integrating critical algorithmic literacy and AI ethics into university curricula, thereby empowering students to maintain decision-making autonomy in an AI-dominated digital economy.

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Author Biographies

Ependi Ependi, Universitas Mohammad Husni Thamrin

Faculty of Economics and Business
Mona Karina, Universitas Mohammad Husni Thamrin

Faculty of Economics and Business
Fery Hernaningsih, Universitas Mohammad Husni Thamrin

Faculty of Economics and Business
Hasan Basri, Universitas Mohammad Husni Thamrin

Faculty of Economics and Business
Archa Erica, ADI Journal Incorporation

Department of Digital Business

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