Social Shopping in Gen Z: The Moderating Role of Peer Communication

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Published: Feb 1, 2025
DOI: https://doi.org/10.29070/sqq6k026
Keywords:
Social Shopping, Generation Z, Peer Communication, Social Influence, Consumer Behavior

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Authors

Sofia Garg

M.Com, Department of Commerce, Kurukshetra University, Kurukshetra, Haryana

Abstract

This study investigates the influence of peer communication on social shopping behaviors among Generation Z (Gen Z) consumers. By integrating theories of social influence and consumer behavior, we examine how peer interactions moderate the relationship between social shopping motivations and purchasing decisions. Data collected from a survey of 500 Gen Z individuals in India reveal that peer communication significantly enhances the impact of social shopping motivations on purchase intentions. These findings suggest that marketers should leverage peer communication channels to effectively engage Gen Z consumers in social shopping contexts.

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Article Details

Issue

Vol. 20 No. 1 (2025): International Journal of Information Technology and Management (IJITM)

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