Unpacking Gen Z's Shopping Habits: The Pivotal Role of Live Streaming and Online Customer Reviews on Shopee - from "Aware" to "Intent"

Technological advancements have catalyzed the evolution of diverse marketing strategies, innovations, and activities aimed at bolstering product promotion. This study specifically investigates the roles of live streaming and online customer reviews as digital catalysts influencing Generation Z's purchase intention for products available on the Shopee e-commerce platform, with brand awareness serving as a mediating variable. Drawing on a survey of 216 Generation Z respondents in Makassar, this quantitative study adopted a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Data were collected via questionnaires utilizing a 5-point Likert scale. The primary findings reveal that live streaming significantly and directly fosters Generation Z's purchase intention, underscoring the efficacy of this interactive format in stimulating immediate purchasing decisions. Interestingly, online customer reviews did not exhibit a direct influence on purchase intention. However, mediation analysis indicated that both live streaming and online customer reviews substantially contribute to enhanced brand awareness. Furthermore, brand awareness proved to be a critical mediator, fully bridging the relationship between both live streaming and online customer reviews and Generation Z's purchase intention. This suggests that while live streaming acts as a more direct driver of purchase intention, online customer reviews play a crucial role in building long-term brand equity, which subsequently triggers purchase intention. This study offers theoretical insights into Generation Z consumer behavior within the digital environment and provides practical implications for marketers to design synergistic strategies that leverage the power of live streaming and online customer reviews in e-commerce.