Gen z and the digital shopping experience: an analysis of consumer behavior and attitudes towards summer jackets online - the role of e-commerce in the fashion industry and the new retail world

Abstract

This study investigates the online shopping behavior and expectations of Generation Z (Gen Z), a significant and economically influential cohort of the global population. Focusing specif ically on the online purchase of summer jackets, the research encompasses a thorough review of literature and two experiments that include sample and scenario analysis. The study derives valuable findings: Online shopping has become routine, and Gen Z's online shopping patterns exhibit a strong inclination towards price sensitivity, with decision-making heavily influenced by diverse information and inspiration channels. This reflects Gen Z's core values, which pri oritize aspects such as convenience, sustainability, and a keen awareness of pricing considera tions. These findings serve as a basis for providing recommendations to brands and retailers on effectively adapting their strategies to meet the unique needs of Gen Z consumers.