Gen Z Influencer Authenticity & Social Commerce Dataset
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| Format: | Recurso digital |
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Zenodo
2025
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| _version_ | 1866902281154199552 |
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| author | Aritonang Rajagukguk, Sabar |
| author_facet | Aritonang Rajagukguk, Sabar |
| contents | <p>This dataset combines a cross-sectional online survey with three-month behavioral tracking for 500 Indonesian Gen Z consumers (ages 18–26) sampled across major cities (e.g., Jakarta, Surabaya, Medan, Makassar, Bandung). It includes demographics (age, gender, education, income), social media intensity, platform used (Instagram/TikTok), influencer tier (micro/macro), and validated multi-item constructs: Perceived Authenticity (12 items), Trust in Influencer (8), Parasocial Relationships (10), Purchase Intention (4), plus antecedents such as Influencer-Product Fit and Content Quality. Behavioral fields capture exposures, purchase count, and purchase value (IDR), alongside a purchase behavior index linking post-exposure transactions to influencer content. These data support the study’s SEM analyses showing authenticity’s direct and mediated effects on intention and actual purchasing among Indonesian Gen Z in social commerce contexts.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_17376489 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Gen Z Influencer Authenticity & Social Commerce Dataset Aritonang Rajagukguk, Sabar <p>This dataset combines a cross-sectional online survey with three-month behavioral tracking for 500 Indonesian Gen Z consumers (ages 18–26) sampled across major cities (e.g., Jakarta, Surabaya, Medan, Makassar, Bandung). It includes demographics (age, gender, education, income), social media intensity, platform used (Instagram/TikTok), influencer tier (micro/macro), and validated multi-item constructs: Perceived Authenticity (12 items), Trust in Influencer (8), Parasocial Relationships (10), Purchase Intention (4), plus antecedents such as Influencer-Product Fit and Content Quality. Behavioral fields capture exposures, purchase count, and purchase value (IDR), alongside a purchase behavior index linking post-exposure transactions to influencer content. These data support the study’s SEM analyses showing authenticity’s direct and mediated effects on intention and actual purchasing among Indonesian Gen Z in social commerce contexts.</p> |
| title | Gen Z Influencer Authenticity & Social Commerce Dataset |
| url | https://doi.org/10.5281/zenodo.17376489 |