Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?
Abstract
Social commerce has become a global phenomenon in recent years. Its convenience and accessibility have revolutionized how consumers shop and interact with brands and merchants. Gen Z consumers make up the majority (55.5%) of social buyers, and they are likely to be influenced by consumer-generated reviews (CGRs) and electronic word-of-mouth (eWOM) on social media. This thesis draws on the Theory of Planned Behavior (TPB) and employs a quantitative online questionnaire to determine whether CGRs and eWOM influence subjective norms (SN) perceptions, attitudes toward social commerce (ASC), and social shopping intention (SSI) of Gen Z consumers. The theoretical framework also included three message dimensions of eWOM and CGRs (i.e., believability, credibility, and trust) as antecedents.The multiple regression results showed that credibility significantly predicts consumers’ SN. However, believability and trust did not influence the SN of consumers. After controlling the preceding variables, the multiple regression analysis found that SN is a positive and significant predictor of ASC, and ASC was also a positive and significant predictor of SSI. Discussions, implications, and future research directions were provided.
Subject Area
Communication|Commerce-Business|Family and consumer sciences
Recommended Citation
Adewale, Adebusola Azeezat, "Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?" (2024). ETD Collection for University of Texas, El Paso. AAI31297916.
https://scholarworks.utep.edu/dissertations/AAI31297916