Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Accounting & Finance in Asia Pasific
Yuan Li
School of Automation & Electrical Engineering, Lanzhou Jiao Tong University
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Trust in Online Shopping Among Generation Z: An Analysis of Key Influencing Factors Lim, Hui Ling; Lew, Tek Yew; Dat Leow, Leon Rong; Lee, Zi Ying; Li, Jiayi; Li, Yuan; Sharma, Gaurav; Kee, Daisy Mui Hung
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i3.3618

Abstract

The rise of digital platforms has fundamentally transformed consumer behavior, especially among Generation Z (Gen Z), a cohort deeply immersed in the digital age. This study aims to investigate the factors influencing Gen Z's trust in online shopping by examining the relationships between convenience, ease of comparison, product variety, pricing and discounts, security, and environmental concerns. A quantitative method was employed, gathering data from 250 Gen Z participants, with IBM SPSS used to test the proposed hypotheses. The results reveal that pricing and discounts, security, and environmental factors significantly impact Gen Z’s trust in online shopping, while convenience, ease of comparison, and product variety show no significant influence. This research contributes to the understanding of Gen Z's online behavior, highlighting the growing importance of sustainability and secure transactions in fostering trust. The findings offer practical insights for businesses aiming to build stronger relationships with Gen Z, emphasizing the need to focus on ethical practices, competitive pricing, and enhanced security. These insights have implications for both marketers and policymakers in the evolving e-commerce landscape.
Co-Authors Dat Leow, Leon Rong Kee, Daisy Mui Hung Lee, Zi Ying Lew, Tek Yew Li, Jiayi Lim, Hui Ling Sharma, Gaurav