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Article

Generation Z’ Young Adults and M-Commerce Use in Romania

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UNESCO Department for Business Administration, Faculty of Business Administration in Foreign Languages, Bucharest University of Economic Studies, 2-2A Calea Grivitei, District 1, 010731 Bucharest, Romania
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National Institute of Economic Research “Costin C. Kiritescu”, Romanian Academy, 13 Calea 13 Septembrie, 050711 Bucharest, Romania
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Department of Management, Marketing and Business Administration, Faculty of Economics and Business Administration, University of Craiova, 13 A.I. Cuza Street, 200585 Craiova, Romania
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Department of Finance, Banking and Economic Analysis, Faculty of Economics and Business Administration, University of Craiova, 13 A.I. Cuza Street, 200585 Craiova, Romania
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Department of Management and Business Administration, Faculty of Economics and Law, University of Pitesti, 71 Republicii Street, 110014 Pitesti, Romania
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Doctoral School of Economic Sciences, Faculty of Economics and Business Administration, University of Craiova, 13 A. I. Cuza Street, 200585 Craiova, Romania
*
Authors to whom correspondence should be addressed.
Academic Editor: José Ramón Saura
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1458-1471; https://doi.org/10.3390/jtaer16050082
Received: 13 April 2021 / Revised: 29 April 2021 / Accepted: 30 April 2021 / Published: 5 May 2021
Generation Z spends much time on mobile Internet and less time accessing Internet services using desktop computers. These traits make them an important niche that can be targeted by retailers. The objective of the present study is to analyze the impact of online advertising, social influence, and usage motivation on the behavioral intention related to m-commerce use among Romanian young adults. The research methodology is based on applying partial least square equation modelling (PLS-SEM), using data collected through a questionnaire. The proposed structural model includes four constructs that are first order reflective. The results reveal that among the influencing factors that determine Generation Z to use m-commerce, the usage motivation factor is the most important one, followed by social influence and online advertising. The research is useful for marketing professionals and retailers in establishing marketing strategies in accordance with the factors that influence the buying decision of young adults, representing Generation Z. View Full-Text
Keywords: mobile commerce; generation Z; e-commerce; usage motivation; behavioral intention; online advertising; social influence; m-commerce mobile commerce; generation Z; e-commerce; usage motivation; behavioral intention; online advertising; social influence; m-commerce
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MDPI and ACS Style

Meghisan-Toma, G.-M.; Puiu, S.; Florea, N.M.; Meghisan, F.; Doran, D. Generation Z’ Young Adults and M-Commerce Use in Romania. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1458-1471. https://doi.org/10.3390/jtaer16050082

AMA Style

Meghisan-Toma G-M, Puiu S, Florea NM, Meghisan F, Doran D. Generation Z’ Young Adults and M-Commerce Use in Romania. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1458-1471. https://doi.org/10.3390/jtaer16050082

Chicago/Turabian Style

Meghisan-Toma, Georgeta-Madalina; Puiu, Silvia; Florea, Nicoleta M.; Meghisan, Flaviu; Doran, Dalian. 2021. "Generation Z’ Young Adults and M-Commerce Use in Romania" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1458-1471. https://doi.org/10.3390/jtaer16050082

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