Paper Details

Name: Yashu, Krishan Gopal
Country: India

Year: 2025
Volume: Volume-12, Issue-1 Year: 2025 (Jan-June)
Page Number: 33-40
DOI: https://doi.org/10.5281/zenodo.15661416

In today's digital marketplace, online reviews play a pivotal role in shaping consumer decision-making. This study investigates the motivational drivers behind Gen Z consumers‘ engagement with online reviews, focusing on individuals born between 1995 and 2012. Despite the growing relevance of this consumer segment, limited research has examined their review-reading motivations through structured statistical methods. This study addresses that gap by employing Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to identify and validate key motivational constructs. A total of 350 valid responses were collected from Gen Z consumers across three populous districts in Punjab using purposive sampling. Data were analyzed using SPSS and Smart PLS (CB-SEM). The findings reveal multiple underlying motivational factors such as risk reduction, Product information and right product choice which significantly influence Gen Z‘s engagement with online reviews. The results provide valuable insights for marketers and e-commerce platforms to better align their digital review strategies with the preferences and expectations of Gen Z consumers.
Keywords: Gen Z, Online Reviews, Exploratory Factor Analysis, Confirmatory Factor Analysis, Motivation, Digital natives