Investigating online shopping behavior of generation Z: an application of theory of consumption values
Journal of Contemporary Marketing Science
ISSN: 2516-7480
Article publication date: 12 January 2024
Issue publication date: 29 March 2024
Abstract
Purpose
The tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh.
Design/methodology/approach
This study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software.
Findings
The statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment.
Originality/value
The paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.
Keywords
Acknowledgements
Since submission of this article, the following author(s) have updated their affiliation(s): Farhana Newaz Priya is at the International Standard University, Dhaka, Bangladesh.
Citation
Rana, S.M.S., Azim, S.M.F., Arif, A.R.K., Sohel, M.S.I. and Priya, F.N. (2024), "Investigating online shopping behavior of generation Z: an application of theory of consumption values", Journal of Contemporary Marketing Science, Vol. 7 No. 1, pp. 17-37. https://doi.org/10.1108/JCMARS-03-2023-0005
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited