How Does AI Acceptance in Logistics Services Influence Value Co-Creation Behavior and Brand Loyalty Among Thai Gen Z Consumers?

Background: Artificial intelligence (AI) is increasingly integrated into logistics services, yet limited research explains how AI acceptance translates into relational outcomes among Generation Z consumers. This study investigates the influence of AI acceptance in logistics services on value co-creation behavior and brand loyalty in Thailand. Methods: A quantitative approach was employed using a structured questionnaire administered to 461 Thai Generation Z consumers with experience in AI-enabled parcel delivery services. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results: The findings reveal that AI acceptance significantly and positively affects both value co-creation behavior and brand loyalty. Value co-creation behavior also exerts a strong positive effect on brand loyalty and partially mediates the relationship between AI acceptance and brand loyalty. The measurement and structural models demonstrated satisfactory reliability and validity. Conclusions: The results indicate that AI acceptance enhances brand loyalty both directly and indirectly through customer participation in value co-creation. These findings highlight the importance of designing AI-enabled logistics interfaces that promote user engagement and relational value, particularly for digitally native Generation Z consumers.