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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
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Resumo(s)
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.
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Palavras-chave
Online retail Multichannel management Omnichannel management Digital touchpoints