Motivations Toward Online Shopping Decision of Generation Z

Abstract

           The purposes of this research were 1) to focus on Generation Zs’ behavioral and attitudes toward online shopping. 2) to study how social media-exposure can influence generation Z’s purchasing decision when applying to platform online shopping. 3) to study what factors most motivate and influence Generation Z when making purchasing decisions. The representative samples were 440 consumers who are between 18-23 years living in Bangkok. The instrument that used in the research was questionnaire. Statistics used for analyzing data were frequency, percentage, average, standard deviation, independent sample t-test, one way ANOVA (F-test) and multiple regression analysis at significance level of 0.05. The results indicated that there was no difference in the characteristics of Generation Z personal factors affecting purchasing decisions on online shopping platforms. Exposure to various types of social media generation Z was 96.9 percent of the variation in purchasing decisions on online shopping platforms. The media that influenced purchasing decisions on online shopping platforms was Facebook, Twitter, Instagram and YouTube. Internal motivations for purchasing decisions on the Generation Z online shopping platform include daily comfort, basic necessities for life, leisure and recreation, modern feeling, safety of life and property, pride to own that product, give as a gift to someone and being accepted by friends and colleagues. External motivations for purchasing decisions on the Generation Z online shopping platform include more products and more choices to choose when compared to traditional market channel, products are cheaper than traditional market channels, various payment methods, discounts and freebies, corporate image is more reliable, reviews both for products and services are available and useful before making purchase, refund or return policy, able to check information from online advertisement, installment payments, endorsement from celebrities, recommendation from family members.