Online shopping self-efficacy and emotional closeness to shopping-circle members as dual pathways: the association between product familiarity and Generation Z consumers' willingness to disclose.

BACKGROUND: As digital natives, Generation Z exhibits distinct attitudes, values, and information behaviors, characterized by a heightened willingness to disclose personal information. This study investigates the associations between product familiarity and willingness to disclose among Generation Z consumers, with online shopping self-efficacy and emotional closeness to shopping-circle members as mediating variables and sense of community in shopping circles (particularly its emotional resonance dimension) as a moderating variable. By integrating the theory of planned behavior and social identity theory, with insights from the recently proposed vulnerability and emotional bond theory, this study develops a dual-mediation model to elucidate the psychological mechanisms underlying Generation Z's willingness to disclose in digital consumer contexts. METHODS: To test the proposed relationships, a quantitative survey was administered to 524 participants. The theoretical framework-encompassing hypothesized paths, mediating effects, and moderating effects-was examined using covariance-based structural equation modeling (CB-SEM) implemented in R. RESULTS: Product familiarity showed a significant positive association with willingness to disclose. This association was mediated through the dual paths of online shopping self-efficacy and emotional closeness to shopping-circle members. Sense of community in shopping circles negatively moderated the relationships between product familiarity and both mediators, as well as the indirect effects of the two mediating paths. CONCLUSION: These findings indicate dual pathways of online shopping self-efficacy and emotional closeness to shopping-circle members linking product familiarity to willingness to disclose and highlight the boundary role of sense of community in shopping circles. The study contributes to psychological theories of information disclosure in digital environments and offers empirical insights into youth behavioral decision-making in online communities.