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Factors Affecting Online Purchase Behavior of Generation Z and Millennials

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  • Nurul Afiqah binti Mohd Noh

    (College of Computing, Informatics and Mathematics, Universiti Teknologi MARA, Cawangan Negeri Sembilan, Kampus Seremban, 70300 Seremban, Negeri Sembilan, Malaysia)

  • Nuralina binti Azlan

    (College of Computing, Informatics and Mathematics, Universiti Teknologi MARA, Cawangan Negeri Sembilan, Kampus Seremban, 70300 Seremban, Negeri Sembilan, Malaysia)

Abstract

This study investigates the variables affecting Malaysian Generation Z and Millennials’ online buying habits. Using a theoretical framework, the study looks at important factors such brand orientation, quality orientation, online trust, impulse purchase orientation, and online purchasing experience. Convenience sampling was used to choose a sample from the target demographic as part of a survey-based approach. Multiple linear regression and descriptive statistics were used to analyse the data, guaranteeing adherence to important statistical presumptions including residual normality, independence, and linearity. The findings show that all five characteristics have a considerable impact on online purchasing behaviour, with trust and online purchase experience having the biggest effects. The results highlight how crucial it is to modify e-commerce tactics to suit the tastes of these technologically advanced generations. Businesses may maintain competitiveness in the quickly changing digital marketplace by addressing these aspects and improving customer engagement, loyalty, and satisfaction.

Suggested Citation

  • Nurul Afiqah binti Mohd Noh & Nuralina binti Azlan, 2025. "Factors Affecting Online Purchase Behavior of Generation Z and Millennials," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(3s), pages 740-746, January.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:3s:p:740-746
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    References listed on IDEAS

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    1. Zhenfang Zhang & Nan Zhang & Jiguang Wang, 2022. "The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce," Sustainability, MDPI, vol. 14(4), pages 1-19, February.
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