Purchase intention towards products on wildberries: an empirical study among Gen Z in Russia with customer attitude as mediator

This research examines the determinants of purchase intention for Wildberries e-marketplace products among adult Generation Z (Gen Z) in Russia, emphasizing the mediating role of customer attitude. A total of 324 respondents were surveyed online using a quantitative design and the data were analysed with Smart PLS 4.0. The study investigates how brand awareness, social media influencers, and electronic word-of-mouth (eWOM) affect purchase intention, both directly and through customer attitude. Findings indicate that brand awareness has a significant direct effect on purchase intention. In contrast, social media influencers and eWOM show no direct impact. However, customer attitude fully mediates the relationship between these two variables and purchase intention. Additionally, customer attitude partially mediates the effect of brand awareness on purchase intention. This study contributes to limited research on online marketplaces in Russia, offering insights into how Gen Z consumers form purchase intention. It highlights the importance of brand awareness and demonstrates that positive customer attitudes are essential in converting social influence and eWOM into purchase behvior. The findings provide practical implications for marketers and opportunities for further cross-cultural research on digital consumer behavior.