From Digital Natives to AI Natives: A Cross-Cultural Analysis of E-Commerce Decision-Making among Generation Z and Generation Alpha

The digital trade history has seen a paradigm shift once Generation Alpha, a group of people who were born wholly in the 21 st century, replaces the digitally savvy Generation Z. This paper examines the cross cultural online shopping pattern between these two groups in order to establish the dissimilarity in the psychology of consumers. The main aim is to find out how social proof, interface design and cultural brand affinity influence the buying decisions. Through a quantitative research method and a sample of N=100, research data were gathered through structured questionnaires on cross-cultural variances in decision making. The paper employs independent sample t-tests to determine the statistical significance of the difference among the groups. Findings have shown statistically significant difference (p