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 translatin...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 fac¸ade 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(R^(2)=0.589)and furthermore attitude was found to be a stellar antecedent to purchase intentions(R^(2)=0.540).展开更多
文摘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 fac¸ade 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(R^(2)=0.589)and furthermore attitude was found to be a stellar antecedent to purchase intentions(R^(2)=0.540).
