Social Commerce Impact on Consumers’ Purchase Intention among Generation-Z Consumers in Sri Lanka

Abstract

The rapid development of web 2.0, as well as the growing use of social media networks by individuals and businesses, has resulted in a remarkable shift from e-commerce to social commerce. It is very much noticeable that Generation Z is the most active Generation, in the usage of social media platforms in a high-intensity manner. Accordingly, the present study investigates the impact of social commerce on consumers' purchase intention specially referring to Generation Z consumers in Sri Lanka. The motivation behind this study is due to the paucity of studies in such discipline in the Sri Lankan context. The present study is associated with four independent variables as social commerce constructs, perceived usefulness, perceived ease of use, and perceived risk. The nature of the present study is quantitative. The researchers follows the purposive sampling technique and survey strategy, under that questionnaire is used to collect data from the 360 respondents who are using social media to purchase products among the Generation of Z in Sri Lanka. Data was analyzed using univariate and multivariate techniques. Based on the results of the multiple regression analysis, social commerce constructs, perceived usefulness, perceived ease of use have significant and positive impacts while perceived risk has a significant and negative impact on purchase intention among Generation Z consumers in Sri Lanka. Thus, it was determined that social commerce has an impact on Generation Z consumers' purchase intention in Sri Lanka. As a result, marketers can carefully plan and execute their marketing programs and policies by focusing on Generation Z consumers to grab the maximum benefits from social commerce.