A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data
The objective of this paper is to provide a better rendition of Generation Z purchase intentions of retail products through Facebook. The study gyrated around the favorable attitude formation of Generation Z translating into intentions to purchase retail products through Facebook. The role of antece...
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| Format: | Article |
| Language: | English |
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Tsinghua University Press
2023-12-01
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| Series: | Big Data Mining and Analytics |
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| Online Access: | https://www.sciopen.com/article/10.26599/BDMA.2022.9020033 |
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| author | Vikas Kumar Preeti Shaiku Shahida Saheb Sunil Kumari Kanishka Pathak Jai Kishan Chandel Neeraj Varshney Ankit Kumar |
| author_facet | Vikas Kumar Preeti Shaiku Shahida Saheb Sunil Kumari Kanishka Pathak Jai Kishan Chandel Neeraj Varshney Ankit Kumar |
| author_sort | Vikas Kumar |
| collection | DOAJ |
| description | The objective of this paper is to provide a better rendition of Generation Z purchase intentions of retail products through Facebook. The study gyrated around the favorable attitude formation of Generation Z translating into intentions to purchase retail products through Facebook. The role of antecedents of attitude, namely enjoyment, credibility, and peer communication was also explored. The main purpose was to analyze the F-commerce pervasiveness (retail purchases through Facebook) among Generation Z in India and how could it be materialized effectively. A conceptual façade was proposed after trotting out germane and urbane literature. The study focused exclusively on Generation Z population. The data were statistically analyzed using partial least squares structural equation modelling. The study found the proposed conceptual model had a high prediction power of Generation Z intentions to purchase retail products through Facebook verifying the materialization of F-commerce. Enjoyment, credibility, and peer communication were proved to be good predictors of attitude (R2=0.589) and furthermore attitude was found to be a stellar antecedent to purchase intentions (R2=0.540). |
| format | Article |
| id | doaj-art-f7d0d166491f499bb5097c82d5376b69 |
| institution | Kabale University |
| issn | 2096-0654 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Tsinghua University Press |
| record_format | Article |
| series | Big Data Mining and Analytics |
| spelling | doaj-art-f7d0d166491f499bb5097c82d5376b692025-02-03T00:40:18ZengTsinghua University PressBig Data Mining and Analytics2096-06542023-12-016449150310.26599/BDMA.2022.9020033A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big DataVikas Kumar0Preeti1Shaiku Shahida Saheb2Sunil Kumari3Kanishka Pathak4Jai Kishan Chandel5Neeraj Varshney6Ankit Kumar7Humanities and Management Department, Dr. B. R. Ambedkar National Institute of Technology Jalandhar, Jalandhar 144027, IndiaDepartment of Commerce and Business Administration, Kanya Maha Vidyalaya (KMV), Jalandhar 144004, IndiaMittal School of Business, Lovely Professional University, Phagwara 144402, IndiaGovernment College for Women, Indra Gandhi University, Ateli 123021, IndiaHumanities and Management Department, Dr. B. R. Ambedkar National Institute of Technology Jalandhar, Jalandhar 144027, IndiaInstitute of Management Studies, Kurukshetra University, Kurukshetra 136119, IndiaDepartment of Computer Engineering and Applications, GLA University, Mathura 281406, IndiaDepartment of Computer Engineering and Applications, GLA University, Mathura 281406, IndiaThe objective of this paper is to provide a better rendition of Generation Z purchase intentions of retail products through Facebook. The study gyrated around the favorable attitude formation of Generation Z translating into intentions to purchase retail products through Facebook. The role of antecedents of attitude, namely enjoyment, credibility, and peer communication was also explored. The main purpose was to analyze the F-commerce pervasiveness (retail purchases through Facebook) among Generation Z in India and how could it be materialized effectively. A conceptual façade was proposed after trotting out germane and urbane literature. The study focused exclusively on Generation Z population. The data were statistically analyzed using partial least squares structural equation modelling. The study found the proposed conceptual model had a high prediction power of Generation Z intentions to purchase retail products through Facebook verifying the materialization of F-commerce. Enjoyment, credibility, and peer communication were proved to be good predictors of attitude (R2=0.589) and furthermore attitude was found to be a stellar antecedent to purchase intentions (R2=0.540).https://www.sciopen.com/article/10.26599/BDMA.2022.9020033facebookenjoymentcredibilitypeer communicationattitudeintentions to purchase |
| spellingShingle | Vikas Kumar Preeti Shaiku Shahida Saheb Sunil Kumari Kanishka Pathak Jai Kishan Chandel Neeraj Varshney Ankit Kumar A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data Big Data Mining and Analytics enjoyment credibility peer communication attitude intentions to purchase |
| title | A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data |
| title_full | A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data |
| title_fullStr | A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data |
| title_full_unstemmed | A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data |
| title_short | A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data |
| title_sort | pls sem based approach analyzing generation z purchase intention through facebook s big data |
| topic | facebook enjoyment credibility peer communication attitude intentions to purchase |
| url | https://www.sciopen.com/article/10.26599/BDMA.2022.9020033 |
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