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Erforschung des Online-Kaufverhaltens der Generation Z am Beispiel der Fashion Industrie

Author

Listed:
  • Loreen Dehner
  • Maximilian Wolf
  • Stefan Ruf

Abstract

This article answers the question how an online store in the fashion industry should ideally be designed in order to increase Generation Z’s willingness to buy. The study uses a regression analysis to process 296 data sets obtained in a primary data survey of Generation Z representatives in 2022. The main finding is that the elements “personalizability of products,” “virtual try-on of products,” “clear product information,” “payment by PayPal” and “climate-neutral shipping” can significantly increase Generation Z’s willingness to make purchases in an online fashion store. / Dieser Artikel beantwortet die Frage, wie ein Onlineshop in der Fashion Industrie idealerweise gestaltet werden sollte, um die Kaufbereitschaft der Generation Z zu erhöhen. Die Untersuchung verarbeitet mithilfe einer Regressionsanalyse 296 Datensätze, die in einer Primärdatenerhebung im Jahr 2022 unter Vertretern der Generation Z gewonnen worden sind. Wesentlicher Erkenntnisgewinn ist, dass die Elemente „Personalisierbarkeit der Produkte“, „virtuelle Anprobe der Produkte“, „übersichtliche Produktinformationen“, „Bezahlung mit PayPal“ und „klimaneutraler Versand“ die Bereitschaft der Generation Z signifikant steigern können, Käufe in einem Onlineshop für Fashion zu tätigen.

Suggested Citation

  • Loreen Dehner & Maximilian Wolf & Stefan Ruf, 2022. "Erforschung des Online-Kaufverhaltens der Generation Z am Beispiel der Fashion Industrie," Der Betriebswirt, Duncker & Humblot, Berlin, vol. 63(3), pages 161-172.
    • Handle: RePEc:dah:aeqdbw:v63_y2022_i3_q3_p161-172
    DOI: 10.3790/dbw.63.3.161
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