E-commerce platforms have fundamentally transformed the purchasing routines of contemporary youth, particularly student consumers belonging to Generation Z. Widespread smartphone adoption, enhanced internet connectivity, and user-friendly retail applications have fundamentally altered how this cohort explores, evaluates, and acquires merchandise. This study investigates the behavioral tendencies of Gen Z students in digital marketplaces and identifies the primary determinants driving their transactional choices. Utilizing a structured questionnaire, empirical data were gathered from a sample of 220 university students. The analysis specifically investigates the impact of operational convenience, social media engagement, online peer reviews, digital trust, and spontaneous purchasing tendencies. The empirical outcomes indicate that platform convenience and social media marketing serve as dominant catalysts for student purchasing decisions. Furthermore, customer feedback mechanisms and digital platform credibility significantly shape buying patterns. These findings offer strategic implications for e-commerce vendors and digital marketers aiming to engage the youth demographic effectively.
G et al. (Fri,) studied this question.