NDLI: Generation Z' Young Adults and M-Commerce Use in Romania

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Generation Z' Young Adults and M-Commerce Use in Romania

Content Provider	MDPI
Author	Meghisan-Toma, Georgeta-Madalina Puiu, Silvia Florea, Nicoleta Meghisan, Flaviu Doran, Dalian
Copyright Year	2021
Description	Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z.
Ending Page	1471
Page Count	14
Starting Page	1458
e-ISSN	07181876
DOI	10.3390/jtaer16050082
Journal	Journal of theoretical and applied electronic commerce research
Issue Number	5
Volume Number	16
Language	English
Publisher	MDPI
Publisher Date	2021-05-05
Access Restriction	Open
Subject Keyword	Journal of theoretical and applied electronic commerce research Journal of Theoretical and Applied Electronic Commerce Research Ergonomics Mobile Commerce Generation Z E-commerce Usage Motivation Behavioral Intention Online Advertising Social Influence M-commerce
Content Type	Text
Resource Type	Article

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