Main Article Content
Many studies has pointed out the attitude will have a huge impact on the customers’ purchase, and the customer’s attitude will be affected by other factors as shopping on social networks, i.e., Facebook. This research objective is to find out the key factors affecting the buying attitude of young customers on Facebook in the digital transformation age, especially this study focused on the Z Generation customer, who have frequent online buying behavior. This study combined qualitative and quantitative research methods to archive the research objectives. This study’s result showed that informativeness, entertainment, interactivity, credibility, personalization had positive impact on the buying attitude; irritation and negative politeness had negative effect on the customers’ buying attitudes in the digital transformation era. Based on the research result, some managerial implications for online businesses were also proposed.