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

Al Moteri, Moteeb; Alojail, Mohammed; Khan, Surbhi Bhatia

Abstract

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.

Citation

Al Moteri, M., Alojail, M., & Khan, S. B. (in press). Managing Uncertainties in Supply Chains for Enhanced E-Commerce Engagement: A Generation Z Perspective on Retail Shopping through Facebook. Sustainability, 15(21), 15351. https://doi.org/10.3390/su152115351

• Journal Article Type: Article
• Acceptance Date: Oct 9, 2023
• Online Publication Date: Oct 27, 2023
• Deposit Date: Nov 14, 2023
• Publicly Available Date: Nov 14, 2023
• Journal: Sustainability
• Publisher: MDPI
• Peer Reviewed: Peer Reviewed
• Volume: 15
• Issue: 21
• Pages: 15351
• DOI: https://doi.org/10.3390/su152115351
• Keywords: supply chain, E-commerce, retail, sustainability, analysis