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- W4386263175 abstract "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 façade 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 <sup xmlns:mml=http://www.w3.org/1998/Math/MathML xmlns:xlink=http://www.w3.org/1999/xlink>2</sup> =0.589) and furthermore attitude was found to be a stellar antecedent to purchase intentions (R <sup xmlns:mml=http://www.w3.org/1998/Math/MathML xmlns:xlink=http://www.w3.org/1999/xlink>2</sup> =0.540)." @default.
- W4386263175 created "2023-08-30" @default.
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- W4386263175 date "2023-12-01" @default.
- W4386263175 modified "2023-09-30" @default.
- W4386263175 title "A PLS-SEM Based Approach: Analyzing Generation Z Purchase Intention Through Facebook's Big Data" @default.
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- W4386263175 doi "https://doi.org/10.26599/bdma.2022.9020033" @default.
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