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Factors leading to online purchase intention on facebook and instagram of generation Z


Citation

Mohd Sayadi, Shahirah Amira and Sidek, Shafie and Ismail, Kamarulzaman and Manickiam, Neelamehan and Thanasegaran, Ganesh and Jantan, Amer Hamzah (2020) Factors leading to online purchase intention on facebook and instagram of generation Z. International Journal of Psychosocial Rehabilitation, 24 (6). 2482 - 2489. ISSN 1475-7192

Abstract

The purpose of this study is to examine factors leading to online purchase intention on Facebook and Instagram of Generation Z. This study is significant in at least two ways. First, it extends the work. Second, it provides information to organization such as marketers on ways to improve customer of Generation Z satisfaction. The sample size of the study consisted of 168 respondents that have experience shopping online. Four influencing factors (perceived ease of use, perceived usefulness, subjective norm and media richness) were examined on online purchase intention. The results of simple regression analysis reveal that three factors (perceived ease of use, perceived usefulness and media richness) have significant and positive impact on online purchase intention.


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Additional Metadata

Item Type: Article
Divisions: School of Business and Economics
DOI Number: https://doi.org/10.37200/IJPR/V24I6/PR260237
Publisher: Hampstead Psychological Associates
Keywords: Purchase intention; Generation Z; Perceived ease of use; Perceived usefulness; Subjective norm; Media richness
Depositing User: Ms. Nuraida Ibrahim
Date Deposited: 04 Oct 2021 21:39
Last Modified: 04 Oct 2021 21:39
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.37200/IJPR/V24I6/PR260237
URI: http://psasir.upm.edu.my/id/eprint/88988
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