The Role of Financial Literacy in Mediating The Relationship Between Ease of Transactions, Virtual Lifestyle and Social Influence on Consumer Behavior (A Study of Roblox Users Among Generation Z)

Abstract

This study aims to analyze the role of digital financial literacy in mediating the relationship between consumer behavior and ease of transactions, virtual lifestyles, and social influence among Gen Z Roblox users. The development of the metaverse and digital ecosystems has spurred the emergence of new interaction patterns that shape virtual lifestyles and increase the tendency to purchase digital items. In this environment, social influence plays a major role in shaping individuals’ perceptions, judgments, and decision-making, particularly among Generation Z, who are deeply connected to digital communities. This study employs a quantitative method using SEM-PLS analysis with SmartPLS software. Data collection was conducted via an online questionnaire using Google Forms, with a sample size of 210 respondents. The results indicate that all variables met the criteria for validity and reliability. Furthermore, ease of transaction, virtual lifestyle, and social influence were found to have a significant effect on consumer behavior and digital financial literacy. Digital financial literacy was also shown to have a significant effect on consumer behavior and to act as a mediating variable. This study implies that improving digital financial literacy is crucial for controlling Generation Z’s consumer behavior in the digital age, particularly regarding the use of virtual platforms such as Roblox.