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This research aims to explore the online shopping behaviors of Generation Z students and identify key factors influencing their purchasing decisions.

June 7, 2026Iconic Research and Engineering Journals

A Study on Online Shopping Behaviour of Gen Z Students: Insights from Consumer Behaviour Perspective

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Investigates online shopping habits in Generation Z students, revealing key purchasing influences and implications for marketers.

This research aims to explore the online shopping behaviors of Generation Z students and identify key factors influencing their purchasing decisions.
Structured questionnaire survey conducted with 220 university students.
Analysis of factors such as operational convenience, social media engagement, and peer reviews influencing purchases.
Investigation of digital trust and spontaneous buying tendencies.
Platform convenience and social media marketing are identified as primary factors shaping purchasing decisions.
Customer feedback and digital credibility significantly impact buying behaviors among the youth.

G et al. (2026) studied this question.

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