Questionnaire & RAW data "Gen Z Switching Intention from Social Commerce to E-Commerce: A PPM Perspective"

We are pleased to share the raw dataset and the questionnaire instrument that formed the foundation for our research article, titled: "Gen Z Switching Intention from Social Commerce to E-Commerce: A PPM Perspective" Context and Overview This quantitative dataset was derived from an online survey involving 230 Gen Z respondents in Jakarta, Indonesia, conducted between March and April 2026. All participants are active users who have experience in navigating the platform migration process from social commerce to e-commerce. This study analyzes the causal relationships based on the Push-Pull-Mooring (PPM) framework: Independent Variables: Dissatisfaction (Push), Alternative Attractiveness (Pull), Social Influence (Mooring), and Variety Seeking (Mooring). Dependent Variable: Switching Intention. Moderating Variables: Assessing the role of Social Influence and Variety Seeking in moderating the influence of push/pull factors on the intention to switch platforms. Data Value for Researchers This dataset is highly valuable for researchers, academics, and practitioners focusing on: Digital Consumer Behavior: Understanding the migration patterns and psychological triggers of Gen Z consumers in the digital marketplace. PPM Framework Application: Providing empirical evidence on how push, pull, and mooring factors interact specifically in the context of social commerce vs e-commerce switching. You are welcome to utilize this dataset as a primary reference for related topics or fields of study.我们荣幸地分享为本研究论文奠定基础的原始数据集与调研问卷工具，本论文标题为： "Z世代（Gen Z）从社交电商（Social Commerce）向电子商务（E-Commerce）的迁移意愿：基于推拉锚定（Push-Pull-Mooring, PPM）视角" 研究背景与概况 本定量数据集源自2026年3月至4月间在印度尼西亚雅加达开展的一项线上调研，共纳入230名Z世代（Gen Z）受访者。所有参与者均为拥有从社交电商（Social Commerce）向电子商务（E-Commerce）迁移平台使用经验的活跃用户。 本研究基于推拉锚定（Push-Pull-Mooring, PPM）框架分析变量间的因果关系： - 自变量：不满感（推力因素）、替代平台吸引力（拉力因素）、社会影响（锚定因素）与求新寻求倾向（锚定因素） - 因变量：平台迁移意愿 - 调节变量：评估社会影响与求新寻求倾向在推力/拉力因素对平台迁移意愿的影响中所发挥的调节作用 科研应用价值 本数据集对于关注以下研究领域的科研人员、学者与行业从业者具有极高的应用价值： 1. 数字消费者行为：探索数字市场中Z世代（Gen Z）消费者的平台迁移模式与心理触发机制 2. 推拉锚定框架应用：为社交电商（Social Commerce）与电子商务（E-Commerce）迁移场景下推力、拉力与锚定因素的交互作用提供实证依据 欢迎将本数据集作为相关主题或研究领域的核心参考资料进行使用。