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Given the growth of digital natives in shaping the online shopping experience of the future, we deemed an application to Generation Z necessary and overdue.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>We draw on the existing literature and develop a framework to understand social commerce dynamics for digital natives. We employ PLS and CB-SEM to test our proposed model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Our findings demonstrate the importance of social commerce information sharing activities in facilitating social support, a sense of warmth and belongingness, and online trust for Generation Z platform users. We also investigate the roles of online trust and perceived risk on intention to purchase and find support for both relationships. Finally, we discuss the findings in terms of theoretical and managerial contributions and conclude the study with limitations and future research directions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This research is unique by using social commerce theory to explore Gen Z platform users. The finding will contribute to information system literature by expanding the social commerce research stream.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-01-2022-0042","type":"journal-article","created":{"date-parts":[[2024,5,5]],"date-time":"2024-05-05T00:33:55Z","timestamp":1714869235000},"source":"Crossref","is-referenced-by-count":7,"title":["The study of social commerce in\u00a0Generation Z context: the role of\u00a0social support and privacy risk"],"prefix":"10.1108","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-8289-5236","authenticated-orcid":false,"given":"Hsiao-Ting","family":"Tseng","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4631-2881","authenticated-orcid":false,"given":"Shizhen 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