Abstract
As the first digital-native generation, Generation Z is the most diverse of all generations. Their lives are immersed in technology. This study proposes a model for investigating the formation of purchase intentions among Generation Z in virtual brand communities in China through the application of the S-O-R framework. The study employed a quantitative research method and collected data through the random distribution of surveys. The results confirm the validity of the S-O-R framework to better understand how purchase intentions can be fostered through interaction and information quality. The study finds that both content and interpersonal interactions, as well as information quality in virtual brand communities, have an impact on consumers purchase intentions. The study also highlights the importance of community brand identification and flow in affecting consumers purchase intentions and forming community brand identification. This study provides a model for understanding the application of the S-O-R framework in virtual brand communities and offers more brands a way to enhance user experience, increase purchase intentions, and appeal to Generation Z, who are set to become the most active market segment.
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