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Impact of Reviews on Gen Z Purchases by Ricky Iman is a document available to read on EtoBox.

What is Impact of Reviews on Gen Z Purchases about?

This study investigates how Online Consumer Reviews affect Purchase Intention among Generation Z, with Need for Cognition as a moderating factor, using the Elaboration Likelihood Model. It focuses on the Instagram account @patrobas.id, analyzing data from 100 respondents through a quantitative survey. Findings indicate that a higher Need for Cognition enhances the impact of online reviews on purchase intentions.

Author

Ricky Iman

Language

EN