Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories

Although many online purchasing behavioral intention studies have been carried out, very few are focused on Generation Z, the generation that is expected to dominate the e-commerce market by 2020. This paper attempts to explore the antecedents of online purchase behavioral intention of Generation Z...

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Published in:Malaysian Journal of Consumer and Family Economics
Main Author: Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
Format: Article
Language:English
Published: Malaysian Consumer and Family Economics Association 2021
Online Access:https://www.scopus.com/inward/record.uri?eid=2-s2.0-85115372578&partnerID=40&md5=9497cec1b638073b4a8be808d88e4174
id 2-s2.0-85115372578
spelling 2-s2.0-85115372578
Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
2021
Malaysian Journal of Consumer and Family Economics
27


https://www.scopus.com/inward/record.uri?eid=2-s2.0-85115372578&partnerID=40&md5=9497cec1b638073b4a8be808d88e4174
Although many online purchasing behavioral intention studies have been carried out, very few are focused on Generation Z, the generation that is expected to dominate the e-commerce market by 2020. This paper attempts to explore the antecedents of online purchase behavioral intention of Generation Z who was born in the era of the internet and are digital-centric. The objective of this study is to understand the factors that influence the online purchasing behavior of Gen Z through perceived ease of use, perceived usefulness, and trust. Theory of Perceived Risk, Technology Acceptance Model, Theory of Planned Behaviors, and Customer Socialization Theory were used to provide direction for this study. An online survey was conducted to reach targeted respondents who are known for their internet skill. Findings from the study demonstrated mixed results and some of the prominent variables of purchasing behavior are no longer relevant. Perceived risk did not affect the perceived usefulness and perceived ease of use but positively influenced trust. Only trust and perceived ease of use influenced online purchasing behavioral intention while web store design did not contribute to the perceived usefulness of Gen Z. Findings from this study can help retailers and marketers to strategize their marketing to tackle this new group of customers who are expected to dominate the market soon. Future research and recommendations are included. © 2021, Malaysian Consumer and Family Economics Association. All rights reserved.
Malaysian Consumer and Family Economics Association
15112802
English
Article

author Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
spellingShingle Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
author_facet Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
author_sort Ngah R.; Azizan N.A.; Kadir M.A.B.A.; Thuraisamy R.; Mohamad Z.; Danila N.
title Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
title_short Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
title_full Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
title_fullStr Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
title_full_unstemmed Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
title_sort Exploring antecedents of online purchasing behavioral intention of generation z: An integrated model of four theories
publishDate 2021
container_title Malaysian Journal of Consumer and Family Economics
container_volume 27
container_issue
doi_str_mv
url https://www.scopus.com/inward/record.uri?eid=2-s2.0-85115372578&partnerID=40&md5=9497cec1b638073b4a8be808d88e4174
description Although many online purchasing behavioral intention studies have been carried out, very few are focused on Generation Z, the generation that is expected to dominate the e-commerce market by 2020. This paper attempts to explore the antecedents of online purchase behavioral intention of Generation Z who was born in the era of the internet and are digital-centric. The objective of this study is to understand the factors that influence the online purchasing behavior of Gen Z through perceived ease of use, perceived usefulness, and trust. Theory of Perceived Risk, Technology Acceptance Model, Theory of Planned Behaviors, and Customer Socialization Theory were used to provide direction for this study. An online survey was conducted to reach targeted respondents who are known for their internet skill. Findings from the study demonstrated mixed results and some of the prominent variables of purchasing behavior are no longer relevant. Perceived risk did not affect the perceived usefulness and perceived ease of use but positively influenced trust. Only trust and perceived ease of use influenced online purchasing behavioral intention while web store design did not contribute to the perceived usefulness of Gen Z. Findings from this study can help retailers and marketers to strategize their marketing to tackle this new group of customers who are expected to dominate the market soon. Future research and recommendations are included. © 2021, Malaysian Consumer and Family Economics Association. All rights reserved.
publisher Malaysian Consumer and Family Economics Association
issn 15112802
language English
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