The Role of Visual Search Technology in Triggering Impulse Buying Behaviour among Gen Z Consumers

Abstract This research paper studies the effect created by visual search technology (VST) in triggering impulse buying among the consumers belonging to generation Z, also referred to as Gen Z, consumers. Using visual search technology, one can perform searches on pictures instead of words in images, thanks to tools like Google Lens, Pinterest, or in-app camera searches available in mobile applications for shopping. These visual searches help the generation Z consumers, who are originally digital consumers, by directly triggering the pathway for purchasing, thereby creating visually appealing, instantaneous, and exciting shopping experiences. Using the mixed methodology model, this research study will explore the effect created by the ability and facility for instantaneous gratification, validation, and the psychological make-up associated with generation Z consumers, which, in the end, stimulates unplanned shopping activity. Some important inferences in this study suggest that VST functions as an important stimulus for impulsive buying, triggered by the ability for instant gratification, accuracy for visually appealing searches, and seamless integration on platforms like social media. This research paper studies the impact created by visual search technologies like Google Lens and in-app camera searches available in mobile shopping applications, which stimulates impulsive buying trends in generation Z.