M-commerce: motivations and dynamics from Generation Z e-buyers

• Autor(a) principal: Rufino, Joana Duarte Antunes
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/23940
• topic: Generation Z; Innovation; Digital; E-buyers; M-commerce; Geração Z; Inovação; Consumidores online; Comércio móvel; UTAUT2

Generation Z is recognized as the generation that does not know a world without the internet, grows side to side with innovation and demands more from the market. Brands need to work for new digital updates, constant innovative systems, and interactive processes to captivate these consumers. Understanding the behaviors towards different digital platforms by Generation Z exposes the way this generation looks to the m-commerce platforms. This study aims to explore the shopping motivations and dynamics of Generation Z e-buyers from a cross-country panorama, contributing insights to e-retailers creating effective marketing strategies. The research intends to identify which factors impact the adoption of mobile shopping applications from Generation Z individuals. The study proposes a modified version of the UTAUT2 conceptual model, by adding the constructs Brand/Seller Reputation and Trust, using Gender and Nationality as moderators’ variables. The data for this study includes a sample of 600 responses from Generation Z individuals within Portugal and Italy. The outcomes of this study found that Habitat was the highest predictor of behavioral intentions, followed by Trust and Brand/Seller Reputation. In contrast, Social Influence, Facilitating Conditions, and Hedonic Motivations have low effects. Additionally, the variables Gender and Nationality do not demonstrate significant variations between the groups. The study’s results formulate solid implications for e-retailers.