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All Journal INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Stanss L. H. V. Joyce Lapian, Silvya L. Mandey, Altje Lenny Tumbel, Willem J. F. Alfa Tumbuan
Universitas Sam Ratulangi

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GENERATION Z AND THE TRANSFORMATION OF ONLINE PURCHASING: THE ROLE OF E-COMMERCE IN CONSUMER PREFERENCES Stefani I. Angmalisang; Stanss L. H. V. Joyce Lapian, Silvya L. Mandey, Altje Lenny Tumbel, Willem J. F. Alfa Tumbuan
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 1 No. 4 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)
Publisher : Adisam Publisher

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Abstract

This research examines Generation Z consumers' preferences regarding online purchasing and the influence of e-commerce on their shopping patterns. Through analysis of online shopping behavior and consumer responses, this study provides insight into how brands can optimize the online shopping experience for Generation Z.
Co-Authors Angmalisang, Stefani I.