Decoding Generation Z's Shopping Behaviour: Key Insights for E-Retailers in Today's Digital Landscape
DOI:
https://doi.org/10.48047/cmjk4p67Keywords:
Generation Z, E-retailers, data driven personalization, brand recognition, social media participation, consumer expectation.Abstract
The study investigates the shopping habits of Generation Z consumers at specific online retailers. Understanding the factors that influence their engagement and loyalty is crucial for businesses aiming to effectively target this tech-savvy demographic in the advancement of digital technology and the significance of online shopping. Using a mixed-methods approach, including in-depth interviews and surveys, the research reveals that convenience, cost, product quality, brand reputation, and social media influence are significant drivers of Generation Z's online purchasing behaviour
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References
Agrawal, D.K. (2022) “Determining behavioural differences of Y and Z generational cohorts in online shopping”, International journal of retail and distribution management.
Anshu.K, Gaur.L & Singh. G. (2022) “Impact of customer experience on attitude and repurchase intention in online grocery retailing : A moderation mechanism of value Co-creation”. Journal of Retailing and Consumer Services, 64,102798.
Bauerova.R., & Bracinikova,V (2021),” Customer’s Choice of Purchasing Channel : Do Channel Cheractistic, Brand, and Loyalty Matter When Shopping in Hybrid Retailers?. Sustainability, 13(5), 2453.
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