The Influence of Electronic Word of Mouth in Social Media on Generation Z Purchase Intention in Malaysia

Objectives: The objective of this paper is to examine the direct effect of information quality, information usefulness, information credibility, attitude towards information on Malaysian Generation Z’ online purchase intention on social media. Theoretical Framework: The study utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) theories as the underlying theoretical framework. Method: A quantitative research methodology is used, and the data collected from 384 Malaysian from the age category between 18-27 years old. Results and Discussions: Study shows information quality, information usefulness, information credibility and attitude towards information have significant influence on purchase intention of Gen-Z in Malaysia. The findings of this study indicate that electronic word-of-mouth significantly influences the purchase intentions of Generation Z and other demographic groups, as recognised by marketers. Research Implication: Understanding eWOM's influence on Gen Z purchase intentions in Malaysia can inform targeted marketing strategies and consumer protection policies. Originality/Value: The findings of this study will contribute to an understanding of the importance of the chosen factors affecting on Malaysian Generation Z’ online purchase intention on social media.