Beyond rational choice: Habit drives generation z's social commerce adoption in the digital transformation era

Andika, Hubi Rahmat, Ishak, Ishak, Febriani, Roiyan One ORCID: https://orcid.org/0000-0001-6557-1988 and Ningrum, Dian Eka Aprilia Fitria ORCID: https://orcid.org/0000-0002-8240-9306 (2026) Beyond rational choice: Habit drives generation z's social commerce adoption in the digital transformation era. International Journal of Management Science and Information Technology, 6 (2). pp. 2658-2671. ISSN 2774-5694

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Abstract

Social commerce has emerged as a growing element of Indonesia’s digital economy, although the psychological drivers behind its adoption among Generation Z remain relatively underexplored. Much of the existing research applies the UTAUT framework within traditional e-commerce contexts, providing limited insight into how socially embedded digital environments influence this generation’s adoption behavior. This study investigates the roles of Performance Expectancy, Effort Expectancy, Social Influence, and Habits in shaping Generation Z’s Behavioral Intentions toward social commerce. Data were obtained through a quantitative survey involving 151 Generation Z respondents selected using purposive sampling and subsequently analyzed through multiple linear regression with IBM SPSS Statistics 27. The results reveal that only Habits exhibit a significant positive relationship with Behavioral Intentions, whereas Performance Expectancy, Effort Expectancy, and Social Influence show no statistically significant influence. These findings indicate that Generation Z’s tendency to engage with social commerce in this context appears to stem primarily from established digital routines rather than deliberate judgments of usefulness, ease, or interpersonal influence.

Item Type:	Journal Article
Keywords:	social commerce; utaut; digital transformation; gen z; behavioral intention
Subjects:	13 EDUCATION > 1399 Other Education > 139999 Education not elsewhere classified
Divisions:	Faculty of Tarbiyah and Teaching Training > Department of Teacher Education for Islamic Primary Schools
Depositing User:	Dian Eka Aprilia Fitria Ningrum
Date Deposited:	09 Oct 2026 13:30

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