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The Trust Pathway: Mediating Effects of Trust between Perceived Authenticity, Real-Time Interaction, and Generation Z’s Purchase Intentions

Author

Listed:
  • Shamuni Kunjiapu

    (Department of Business Management New Era University College, Malaysia Asia-Europe Institute, Universiti Malaya, Malaysia)

  • Sharifah Faridah Syed Ali

    (Department of Business Management New Era University College, Malaysia)

  • Nordahlia Umar Baki

    (Department of Professional Development and Continuing Education, Universiti Putra Malaysia, Malaysia)

  • Mak Kai Quan

    (Department of Business Management, New Era University College, Malaysia)

Abstract

In the age of digital connectivity, Gen Z has developed as a critical consumer sector, relying largely on social media for product discovery and decision making. This conceptual study looks at how perceived authenticity of user-generated content (UGC) and real-time interaction affect purchase intention among Malaysian Gen Z customers, with trust serving as a key mediating variable. Based on the Stimulus-Organism-Response (S-O-R) framework, the study views perceived authenticity and real-time contact as stimuli that influence customer trust (organism), which leads to buy intention (response). A thorough study of the existing literature supports the creation of a proposed conceptual model that explains the psychological and behavioural mechanisms that underpin Gen Z’s digital purchasing behaviour. The research makes theoretical contributions to consumer behaviour and social media marketing literature while also presenting practical implications for marketers looking to effectively engage Gen Z through authentic and engaging content methods. Future research directions are also discussed to validate and expand the proposed paradigm.

Suggested Citation

  • Shamuni Kunjiapu & Sharifah Faridah Syed Ali & Nordahlia Umar Baki & Mak Kai Quan, 2025. "The Trust Pathway: Mediating Effects of Trust between Perceived Authenticity, Real-Time Interaction, and Generation Z’s Purchase Intentions," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(4), pages 6252-6260, April.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-4:6252-6260
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    References listed on IDEAS

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    1. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    2. Santi Duwi Putri Nugroho & Mintarti Rahayu & Raditha Dwi Vata Hapsari, 2022. "The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation:Study on consumers of Korea cosmetic product," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(5), pages 18-32, July.
    3. Pavitra Sahai & Pratyush Gupta & Sumukh Hungund, 2024. "Influence of perceived usefulness and user generated content on consumer trust to make online purchase decision," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 32(3), pages 273-295.
    4. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
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