GEN Z CONSUMER PSYCHOLOGY ON SOCIAL MEDIA: THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND PERCEIVED VALUE ON PURCHASE INTENTION

Abstract

Background: Gen Z consumers increasingly rely on social media platforms for product information, making electronic word-of-mouth (eWOM) and perceived value important predictors of purchase intention. Understanding how these factors influence online buying behaviour is crucial for marketers targeting this digitally empowered generation.

Purpose: This study examines the direct influence of eWOM and perceived value on purchase intention among Gen Z social media users. It also profiles respondents demographically and evaluates the strength of relationships using Smart PLS-based structural modelling.

Methodology: A quantitative research design was adopted, collecting valid responses from 428 Gen Z consumers using a structured questionnaire. Data were analysed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM). Measurement model and structural model assessments were performed to test reliability, validity, and hypothesis relationships.

Results: Findings indicate that both eWOM and perceived value have strong and significant positive effects on purchase intention. eWOM emerged as the strongest predictor, demonstrating the growing influence of peer reviews and social media conversations. Demographic insights further confirm that young, digitally active consumers engage more with online recommendations when forming purchase decisions.

Implications: The study highlights the need for brands to strengthen eWOM strategies and enhance perceived value through credible, informative, and engaging social media content. Insights are valuable for marketers aiming to optimize Gen Z-focused social media campaigns.