Shopping Motivations of Generation Z Customers for Different Retailer Types and Shopping Companion

This study is into the changes in shopping motivations of Generation Z customers. The first objective is to reveal whether or not Generation Z customers visit different retailer types with different shopping motivations. The study also aims to investigate whether or not shopping motivations of Generation Z customers change by existence of a shopping companion. The results showed that Generation Z customers visit different retailer types with different shopping motivations. Additionally, they act with different shopping motivations when they visit retailers alone or with a shopping companion. This research has some practical implications. It creates an opportunity to determine right retailing strategies for different retailer types. It also helps to sales assistants about how to approach Generation Z customers when they visit retailers alone or with a shopping companion.