Date of Award


Degree Name

Master of Arts




Kenneth C. Yang


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.




Received from ProQuest

File Size

135 p.

File Format


Rights Holder

Adebusola Azeezat Adewale

Included in

Communication Commons