Social Cognitive Factors Influencing Social Commerce Engagement among Generation Z in Indonesia

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Explanatory research reveals subjective norms and self-efficacy shape social commerce engagement in Generation Z, suggesting marketers leverage FoMO.

Subjective norms significantly influence purchase intentions among Generation Z in Indonesia, highlighting cultural impact.
Self-efficacy enhances consumer confidence, aiding navigation on social commerce platforms and boosting purchase intentions.
Perceived utilitarian value, like convenience, positively affects purchase decisions on platforms such as TikTok and Instagram.
Fear of missing out serves as a key mediator, driving urgency in purchasing during time-sensitive sales or influencer promotions.

Auliya et al. (2025) studied this question.

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Explanatory research reveals subjective norms and self-efficacy shape social commerce engagement in Generation Z, suggesting marketers leverage FoMO.