A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook’s Big Data  

作　　者：Vikas Kumar Preeti Shaiku Shahida Saheb Sunil Kumari Kanishka Pathak Jai Kishan Chandel Neeraj Varshney Ankit Kumar 

机构地区：[1]Humanities and Management Department,Dr.B.R.Ambedkar National Institute of Technology Jalandhar,Jalandhar 144027,India [2]Department of Commerce and Business Administration,Kanya Maha Vidyalaya(KMV),Jalandhar 144004,India [3]Mittal School of Business,Lovely Professional University,Phagwara 144402,India [4]Government College for Women,Indra Gandhi University,Ateli 123021,India [5]Institute of Management Studies,Kurukshetra University,Kurukshetra 136119,India [6]Kumar are with the Department of Computer Engineering and Applications,GLA University,Mathura 281406,India

出　　处：《Big Data Mining and Analytics》2023年第4期491-503,共13页大数据挖掘与分析（英文）

摘　　要：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).

关 键 词：FACEBOOK ENJOYMENT CREDIBILITY peer communication ATTITUDE intentions to purchase 

分 类 号：TP311.13[自动化与计算机技术—计算机软件与理论]