Impact of social influence on Generation Z’s online purchase intentions on e-commerce platforms: The mediating role of attitude
Published: August 8, 2026
Abstract
This study examines the effect of social influence on Generation Z’s online purchase intentions and the mediating role of attitudes toward e-commerce. Based on the Technology Acceptance Model and the Theory of Planned Behavior, data were collected from 136 Generation Z consumers in Vietnam and analyzed using partial least squares structural equation modeling. The findings indicate that social influence significantly affects both attitudes toward e-commerce and online purchase intentions. Trust, social interaction, consumption habits, and information provided by online communities contribute to this influence. Positive attitudes also transmit part of the effect of social influence on purchase intention. The findings provide implications for online retailers seeking to use credible information, community engagement, social proof, and interactive communication to strengthen favorable attitudes and improve marketing effectiveness among Generation Z consumers.
Keywords
social influenceGeneration Zattitudes toward e-commercepurchase intentione-commerce.
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