September 5, 2025SAGE OpenOpen Access

Generation Z’s Behavioral Factors Affecting Purchase Intention Through Social Media Portals: A Hybrid PLS-SEM and ANN Modeling Approach

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Research uncovers key factors affecting purchase intention in Generation Z; highlighting celebrity endorsement and online reviews.

Attitude, subjective norms, and online reviews strongly influence Generation Z's purchase intention.
Celebrity endorsement emerged as the most impactful factor, contributing significantly to online purchase behavior.
A hybrid analysis using SEM and ANN effectively assessed Generation Z’s behavioral determinants for online purchasing.
Promoting a positive attitude towards online shopping can enhance purchase intention among Gen-Z consumers.

Roy et al. (2025) studied this question.

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