The study of social commerce in Generation Z context: the role of social support and privacy risk

Hsiao Ting Tseng, Shizhen (Jasper) Jia, Tahir M. Nisar, Nick Hajli, Haseeb Shabbir

研究成果: 雜誌貢獻期刊論文同行評審

摘要

Purpose: The recent proliferation of social media platforms has witnessed a growth in social commerce by using social media to facilitate interactivity between customers and vendors. While emergent studies on social commerce are growing, their focus tends to be on millennials and cross-age groups. Given the growth of digital natives in shaping the online shopping experience of the future, we deemed an application to Generation Z necessary and overdue. Design/methodology/approach: We draw on the existing literature and develop a framework to understand social commerce dynamics for digital natives. We employ PLS and CB-SEM to test our proposed model. Findings: Our findings demonstrate the importance of social commerce information sharing activities in facilitating social support, a sense of warmth and belongingness, and online trust for Generation Z platform users. We also investigate the roles of online trust and perceived risk on intention to purchase and find support for both relationships. Finally, we discuss the findings in terms of theoretical and managerial contributions and conclude the study with limitations and future research directions. Originality/value: This research is unique by using social commerce theory to explore Gen Z platform users. The finding will contribute to information system literature by expanding the social commerce research stream.

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期刊Information Technology and People
DOIs
出版狀態已被接受 - 2024

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