Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/21767 |
Resumo: | Young people comprise a lucrative market for many goods and influence adult spending patterns. Generation Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of SNS, constantly engaging in online exchanging of information and conversation among its peers. The study of this generation’s current behaviors is an opportunity for marketers to get to know them, understanding the best way to target them, comprehending their preferences and influencers through their decision-making process. Trough studying the effect of Peer Interaction and WOM throughout the decision-making process, it will be possible to uncover key influencers of Generation Z. A survey was designed to understand consumer preferences, and data was analyzed through Confirmatory Factor Analysis and Structural Modeling Equations, using the statistical software SPSS AMOS 21.0. The results show that Peer Interaction positively influences Generation Z’s decision-making, most predominantly in the first stages of the process, while the influence of WOM was not statistically supported. Further influencers should be considered in the future, to uncover what may drive Generation Z’s decisions, so that marketers can develop more accurate strategies to best target this younger generation. |
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Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making processGeneration ZPeer InteractionWord-of-MouthDecision-making processPortugalDomínio/Área Científica::Ciências Sociais::Economia e GestãoYoung people comprise a lucrative market for many goods and influence adult spending patterns. Generation Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of SNS, constantly engaging in online exchanging of information and conversation among its peers. The study of this generation’s current behaviors is an opportunity for marketers to get to know them, understanding the best way to target them, comprehending their preferences and influencers through their decision-making process. Trough studying the effect of Peer Interaction and WOM throughout the decision-making process, it will be possible to uncover key influencers of Generation Z. A survey was designed to understand consumer preferences, and data was analyzed through Confirmatory Factor Analysis and Structural Modeling Equations, using the statistical software SPSS AMOS 21.0. The results show that Peer Interaction positively influences Generation Z’s decision-making, most predominantly in the first stages of the process, while the influence of WOM was not statistically supported. Further influencers should be considered in the future, to uncover what may drive Generation Z’s decisions, so that marketers can develop more accurate strategies to best target this younger generation.Silva, Susana Cristina Lima da Costa eVeritati - Repositório Institucional da Universidade Católica PortuguesaCruz, Marta Martins Marques da2017-03-14T14:04:19Z2016-07-1120162016-07-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/21767TID:201464756enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:27:53Zoai:repositorio.ucp.pt:10400.14/21767Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:06.336646Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
title |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
spellingShingle |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process Cruz, Marta Martins Marques da Generation Z Peer Interaction Word-of-Mouth Decision-making process Portugal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
title_full |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
title_fullStr |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
title_full_unstemmed |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
title_sort |
Generation Z : influencers of decision-making process : the influence of WOM and Peer interaction in the decision-making process |
author |
Cruz, Marta Martins Marques da |
author_facet |
Cruz, Marta Martins Marques da |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silva, Susana Cristina Lima da Costa e Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cruz, Marta Martins Marques da |
dc.subject.por.fl_str_mv |
Generation Z Peer Interaction Word-of-Mouth Decision-making process Portugal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Generation Z Peer Interaction Word-of-Mouth Decision-making process Portugal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Young people comprise a lucrative market for many goods and influence adult spending patterns. Generation Z is the first generation who has grown up in the middle of an era of developed information technology, being one of the most critical users of SNS, constantly engaging in online exchanging of information and conversation among its peers. The study of this generation’s current behaviors is an opportunity for marketers to get to know them, understanding the best way to target them, comprehending their preferences and influencers through their decision-making process. Trough studying the effect of Peer Interaction and WOM throughout the decision-making process, it will be possible to uncover key influencers of Generation Z. A survey was designed to understand consumer preferences, and data was analyzed through Confirmatory Factor Analysis and Structural Modeling Equations, using the statistical software SPSS AMOS 21.0. The results show that Peer Interaction positively influences Generation Z’s decision-making, most predominantly in the first stages of the process, while the influence of WOM was not statistically supported. Further influencers should be considered in the future, to uncover what may drive Generation Z’s decisions, so that marketers can develop more accurate strategies to best target this younger generation. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-07-11 2016 2016-07-11T00:00:00Z 2017-03-14T14:04:19Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/21767 TID:201464756 |
url |
http://hdl.handle.net/10400.14/21767 |
identifier_str_mv |
TID:201464756 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131869617324032 |