Date of Award
2024-05-01
Degree Name
Master of Arts
Department
Communication
Advisor(s)
Kenneth C. Yang
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 consumersâ?? 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.
Keywords: Consumer-Generated Reviews (CGRs); Electronic Word-of-Mouth (eWOM); Gen Z Consumers; Regression Analysis; Social Commerce; Subjective Norms; Survey; Theory of Planned Behavior.
Language
en
Provenance
Received from ProQuest
Copyright Date
2024-05
File Size
135 p.
File Format
application/pdf
Rights Holder
Adebusola Azeezat Adewale
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 Intensions Among Gen Z Consumers?" (2024). Open Access Theses & Dissertations. 4059.
https://scholarworks.utep.edu/open_etd/4059