Exploring Antecedents of Online Purchasing Behavioral Intention of Generation Z: An Integrated Model of Four Theories

Rohana Ngah, Mohd Ali Bahari Abdul Kadir
Faculty of Business & Management Universiti Teknologi MARA

Noor Azlinna Azizan, Nevi Danila
Finance Department, College of Business, Prince Sultan University

Ramayah Thuraisamy
School of Management, Universiti Sains Malaysia

Zaleha Mohamad
Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu


Although many online purchasing behavioral intention studies have been carried out, very few are focused on Generation Z, the generation that is expected to dominate the e-commerce market by 2020. This paper attempts to explore the antecedents of online purchase behavioral intention of Generation Z who was born in the era of the internet and are digital-centric. The objective of this study is to understand the factors that influence the online purchasing behavior of Gen Z through perceived ease of use, perceived usefulness, and trust. Theory of Perceived Risk, Technology Acceptance Model, Theory of Planned Behaviors, and Customer Socialization Theory were used to provide direction for this study. An online survey was conducted to reach targeted respondents who are known for their internet skill. Findings from the study demonstrated mixed results and some of the prominent variables of purchasing behavior are no longer relevant. Perceived risk did not affect the perceived usefulness and perceived ease of use but positively influenced trust. Only trust and perceived ease of use influenced online purchasing behavioral intention while web store design did not contribute to the perceived usefulness of Gen Z. Findings from this study can help retailers and marketers to strategize their marketing to tackle this new group of customers who are expected to dominate the market soon. Future research and recommendations are included.

Keywords: Business, Online purchasing behavioral intention, Customer Socialization Theory, Technology acceptance model, Trust, Theory of Perceived Risk, Theory of Planned Behavior, Gen Z