What Drives or Decelerates Generation Z? An Empirical Study Navigating Consumer Buying Intentions in Online Shopping

Abstract

This study provides a comprehensive exploration of factors impacting the online buying intentions of Generation Z consumers by studying perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Furthermore, the study augments the Technology Acceptance Model (TAM), which can assist in formulating marketing strategies for online marketers and companies to enrich their online shopping platforms and entice more Generation Z consumers. This study employed a quantitative research approach to explore how perceived risk, perceived usefulness and perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers impact online buying intentions among Generation Z consumers. The data were collected employing a 5-point Likert scale questionnaire and analyzed using the SmartPLS software. Generation Z consumers’ online buying intentions are directly impacted by perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Applying these factors, the TAM model augmented the theoretical understanding of the online buying intentions of Generation Z consumers in the Indian context. Companies and marketers can employ the study’s insights to develop targeted online marketing campaigns that cater to the manifold needs of Generation Z consumers. The study furnishes a theoretical perspective of the intricate interplay of factors impacting consumers’ online buying intentions. The study on Generation Z consumers’ online buying intentions had several limitations, including a small sample size, quantitative technique, and geographical context limited to India.