The Impact of Digital Disruption: Influences of Digital Media and Social Networks on Forming Digital Natives’ Attitude

Abstract

Generation Z, who are prospective customers, are digital natives. As the infrastructure and technology of the internet have developed, this study examines whether digital disruption demonstrates the uniqueness of Generation Z and affects their attitudes toward products they rarely see. Digital media, social network sites, and instant messaging are emphasized due to their relationship to digital disruption. Social networks (e.g., social network sites and instant messaging) encourage interactions and are therefore separate from digital media. The questionnaire in this study was based on a thorough literature review, and reliability and validity were ensured. A total of 505 responses were used for hypothesis testing by the bootstrapping method and ordinary least squares. The results partially comply with the suggestion that Generation Z depends more on information from digital media than previous generations. However, social networks have a greater effect than digital media and do not show generational differences. Although the nature and lifestyle differ across generations, certain circumstances (e.g., working requirements) cause people to not conform to the stereotype of a specific generation. Hence, digital disruption creates generational differences, but these differences can be eliminated through practice. Given the development of digital innovation and its wider systemic effects, this study discusses the disruption of digital technology and the emergence of digital natives. The influences and the interactions identified establish a foundation for empirical practitioners and future researchers.