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

Moteeb Al Moteri, Mohammed Alojail () and Surbhi Bhatia Khan ()
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Moteeb Al Moteri: Department of Management Information Systems, College of Business Administration, King Saud University, Riyadh 11437, Saudi Arabia
Mohammed Alojail: Department of Management Information Systems, College of Business Administration, King Saud University, Riyadh 11437, Saudi Arabia
Surbhi Bhatia Khan: Department of Data Science, School of Science, Engineering and Environment, University of Salford, Salford M5 4WT, UK

Sustainability, 2023, vol. 15, issue 21, 1-24

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.

Keywords: E-commerce; sustainability; supply chain; retail; analysis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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