Search Recommendations and Their Impact on Gen Z's Shopping Journey on e-Commerce

In Indonesia, Gen Z constitutes 34.4% of total internet users, positioning them as the primary target for various digital platforms, including e-commerce. Their strong digital habits have driven the innovation of recommendation-based search features to enhance the online shopping experience. Several previous studies have focused on Gen Z behavior in interacting in e-commerce. However, no research has been found to discuss the influence of the search recommendation feature on efforts to find e-commerce products for Gen Z. This study uses a quantitative approach, collecting data from 238 respondents. SmartPLS was used to analyze the data with the Structural Equation Modelling (SEM) method to analyze the data results. After processing and analyzing the data, it was found that six hypotheses were accepted, and one hypothesis was rejected. The result was accuracy experience, insight experience, and enjoyment experience have a significant positive effect on perceived benefits. These perceived benefits have a considerable positive influence on e-satisfaction and information-seeking intention. In addition, perceived risk has a significant negative impact on information-seeking intention. The rejected hypothesis shows that perceived risk does not significantly affect e-satisfaction.