Generation Z Consumer Behavior in Social Commerce: Key Factors and Theoretical Foundations

Abstract

This article analyzes the purchasing behavior of Generation Z consumers on social media platforms. Generation Z, which includes individuals born between 1997 and 2012, is currently one of the world's largest consumer groups. The article reviews recent academic literature to understand what distinguishes this generation from previous ones, how they think and act online, and what drives their purchasing decisions. Three theoretical frameworks are used to explain their behavior: the Technology Acceptance Model, Uses and Gratifications Theory, and the Stimulus-OrganismResponse model. The article then examines six factors that influence how Generation Z purchases on social platforms: peer influence, platform design and algorithms, relationships with influencers, fear of missing out, the balance between emotional and rational decisions, and differences across cultures and regions. The findings offer valuable guidance for businesses and marketers working in social commerce.