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Will Consumer-Generated Reviews and ...

Adewale, Adebusola Azeezat.

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Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?

Record Type:	Electronic resources : Monograph/item
Title/Author:	Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?/
Author:	Adewale, Adebusola Azeezat.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2024,
Description:	136 p.
Notes:	Source: Masters Abstracts International, Volume: 85-11.
Contained By:	Masters Abstracts International85-11.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31297916
ISBN:	9798382747019

Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?
Adewale, Adebusola Azeezat.

Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers? - Ann Arbor : ProQuest Dissertations & Theses, 2024 - 136 p.

Source: Masters Abstracts International, Volume: 85-11.

Thesis (M.A.)--The University of Texas at El Paso, 2024.

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 consumers' 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.

ISBN: 9798382747019Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Consumer-generated reviews

Will Consumer-Generated Reviews and Electronic Word-of-Mouth Communications Affect Subjective Norm Perceptions, Attitudes Toward Social Commerce, and Social Shopping Intentions Among Gen Z Consumers?
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