Abstract
Purpose: The main goal of this research is to investigate the online shopping habits of Generation Z, concentrating on the essential factors that affect their buying choices. The study seeks to understand how digital technologies, social media, and mobile commerce have altered their purchasing behaviors, expectations, and trust in online shopping platforms. Design/methodology/approach: This research employs a descriptive design, leveraging both primary and secondary data sources. A carefully structured questionnaire was distributed to a sample of Generation Z consumers to gain insights into their online shopping habits. Statistical tools were used to analyze the data, identifying trends, correlations, and factors that influence their choices. Findings: The results indicate that Generation Z consumers are largely motivated by convenience, competitive pricing, and the availability of products. Social media, influencer marketing, and online reviews significantly influence their purchasing decisions. Additionally, their preference for mobile-friendly platforms, easy payment options, and personalized experiences have a notable impact on their loyalty and satisfaction. However, issues related to data privacy, online security, and product authenticity remain ongoing challenges. Originality/Value: This research adds to the existing body of literature on digital consumer behavior by providing a concentrated analysis of Generation Z?a demographic that is inherently digital and is quickly shaping the future of e-commerce. The findings offer practical implications for marketers, retailers, and policymakers seeking to effectively connect with and retain Gen Z consumers in the competitive online market.
Keywords
Generation Z, Online Shopping, Consumer Behavior, E-commerce, Social Media, Digital Marketing, Mobile Commerce
Citations
IRE Journals:
Simran Kishor Ramchandani, Dr Parth Chhabra "Consumer Buying Behavior Towards Online Shopping with Reference to Generation Z" Iconic Research And Engineering Journals Volume 9 Issue 5 2025 Page 189-196
IEEE:
Simran Kishor Ramchandani, Dr Parth Chhabra
"Consumer Buying Behavior Towards Online Shopping with Reference to Generation Z" Iconic Research And Engineering Journals, 9(5)
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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