Service Quality Consumer Behavior Trust and Risk Affect Generation Z's Online Purchase Intention

The research aimed to study the influence of service quality, consumer behavior, trust and risk on the online purchase intention of Generation Z in Ubon Ratchathani University, Thailand. A questionnaire with a reliability coefficient (0.97) at a very high level was used in this study. Area sampling collected 430 bachelor's students from eleven Ubon Ratchathani University, Thailand faculties. The methods used were descriptive statistics and multiple linear regression analysis. The results showed that fourteen sub-independent variables correlated with Generation Z's online purchase intention at a high level (r = 0.774) and can explain or predict the variance of Generation Z's online purchase intention at a moderate level with 58.5% (Adjusted R-Square). Seven variables affected Generation Z's online purchase intention with all statistical significance at 0.01, which were attention (? = 0.185), psychology (? = 0.169), commitment (? = 0.157), attitude (? = 0.17), communication (? = 0.137), knowledge (? = 0.124), and convenient (? = 0.111), respectively. The findings underscore that Generation Z's online purchase intentions are heavily influenced by a streamlined, user-friendly experience combining engaging content and ease of use. Trust-building through transparency?such as open customer reviews and detailed product information?proves essential in reducing perceived risk, while educational resources like product tutorials and comparisons empower informed purchasing decisions. Marketing strategies that align with Generation Z values, such as authenticity and inclusivity, strengthen brand resonance, further encouraging purchase intentions. Personalized marketing, mainly when it addresses psychological factors like urgency, enhances relevance and appeal. Finally, predictive modeling based on critical variables allows businesses to efficiently target this demographic's unique preferences, providing actionable insights for refining service quality, transparency, and personalization to boost online engagement and conversions.