Exploring Factors Influencing Online Purchasing Decisions among Generation Z Shopee Users: A Qualitative Study
DOI:
https://doi.org/10.59890/ijmbi.v4i3.26Keywords:
Online Purchasing Decision, Generation Z, Shopee, Consumer Behavior, Qualitative StudyAbstract
This study aims to explore the factors influencing online purchasing decisions among Generation Z Shopee users. This research employs a qualitative descriptive approach involving 12 informants selected through purposive sampling. Data were collected through in-depth interviews and analyzed using the Miles and Huberman interactive model. The findings reveal that online purchasing decisions are influenced by four interconnected factors: economic factors (price, discounts, and free shipping), technological factors (ease of use and transaction security), social factors (customer reviews, ratings, and recommendations), and psychological factors (trust, perceived value, and risk considerations). This study provides practical insights for e-commerce platforms and online sellers to develop strategies aligned with Generation Z consumer preferences.
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