The Impact of the E-Commerce Platform Interface on the Impulsive Shopping Behavior of Z Generation

Abstract

E-commerce is one of the most well-known topics that academics are actively researching. The issue of internet purchase behavior is the main focus of that study. Likewise, members of Generation Z, or "Gen Z," are emerging as the most desirable target demographic as they now make up the bulk of the e-commerce market's consumer base. In this study, we will investigate the issue and offer guidance to the young generation Z since factors from the e-commerce floor have a significant impact on their buying habits. The article identifies four characteristics after analyzing primary       data collected from a sample of young customers: Gen Z's impulsive online purchase behavior is impacted by elements including (1) product presentation, (2) promotion, (3) positive comment, and (4) perceived satisfaction through the mediating aspects of "impulsive buy promotion" and "Attitude behavior." The study uses a quantitative approach to analyze data from 200 valid questionnaires given to young people in Da Nang city in order to complete the proposed research model, which combines the Stimulus- Organism-Response (SOR), and extrinsic variables that affect how Generation Z uses e-commerce platforms to make purchases. First off, the SOR model only considers four external variables to have an effect on consumers' purchase decisions. However, future studies could examine additional external elements. Second, this study's goal is only one of several that help firms who already have a better grasp of customer behavior better comprehend Generation Z's impulsive online purchase habits. Customers from generation Z.