Young people comprise a lucrative market for many goods and influence
adult spending patterns. Generation Z is the first generation who has grown up
in the middle of an era of developed information technology, being one of the
most critical users of SNS, constantly engaging in online exchanging of
information and conversation among its peers. The study of this generation’s
current behaviors is an opportunity for marketers to get to know them,
understanding the best way to target them, comprehending their preferences and
influencers through their decision-making process.
Trough studying the effect of Peer Interaction and WOM throughout the
decision-making process, it will be possible to uncover key influencers of
Generation Z. A survey was designed to understand consumer preferences, and
data was analyzed through Confirmatory Factor Analysis and Structural
Modeling Equations, using the statistical software SPSS AMOS 21.0.
The results show that Peer Interaction positively influences Generation Z’s
decision-making, most predominantly in the first stages of the process, while the
influence of WOM was not statistically supported. Further influencers should be
considered in the future, to uncover what may drive Generation Z’s decisions, so
that marketers can develop more accurate strategies to best target this younger
generation
