Managing Uncertainties in Supply Chains for Enhanced E-Commerce Engagement: A Generation Z Perspective on Retail Shopping through Facebook

This research investigates the uncertainties in supply chains using symmetrical and asymmetrical modeling tools, focusing on the attitudes of millennials towards Facebook retail shopping. By exploring antecedents such as pleasure, credibility, and peer interaction, this study delves into the extent...

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Bibliographic Details
Published in:Sustainability 2023-10, Vol.15 (21), p.15351
Main Authors: Al Moteri, Moteeb, Alojail, Mohammed, Khan, Surbhi Bhatia
Format: Article
Language:English
Subjects:
Electronic commerce
Information management
Logistics
Retail industry
Social networks
Supply chain management
Supply chain management software
Sustainability
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Summary:This research investigates the uncertainties in supply chains using symmetrical and asymmetrical modeling tools, focusing on the attitudes of millennials towards Facebook retail shopping. By exploring antecedents such as pleasure, credibility, and peer interaction, this study delves into the extent of E-commerce via Facebook among Generation Z in the Middle East. Built on an exhaustive literature review, a conceptual framework is designed targeting solely Generation Z members. Employing partial least squares structural equation modeling for data analysis, the findings indicate a strong correlation between attitude and the propensity of Generation Z to make Facebook retail purchases (R2 = 0.540), affecting enjoyment, credibility, and peer communication (R2 = 0.589). This study offers strategies for supply chain improvements and validates the potential of E-commerce on Facebook among Generation Z.
ISSN:2071-1050
2071-1050
DOI:10.3390/su152115351