International Journal For Multidisciplinary Research

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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 1 (January-February 2025) Submit your research before last 3 days of February to publish your research paper in the issue of January-February.

Understanding Gen Z Online Shopping Motives Attitudes and Intentions: A study with reference to Gujarat state

Author(s) Mohammadali Gulamhaidar Hajur, Dr. Ashish Janakray Dave
Country India
Abstract The Internet's rapid expansion has greatly accelerated the growth of e-commerce, bringing numerous benefits to consumers, such as personalized products, convenient transactions, and interactive experiences. This study investigates the key factors influencing online shopping intentions among Generation Z (Gen Z) consumers in Gujarat, India. It specifically analyzes the roles of Hedonic Motivation, Simplicity Motivation, and Usefulness Motivation, employing exploratory factor analysis and multiple regression analysis. Data were collected from 400 Gen Z respondents across major cities in Gujarat, including Ahmedabad, Surat, Vadodara, and Rajkot. The results reveal that Simplicity Motivation has the most significant impact, highlighting the importance of user-friendly online platforms. Hedonic Motivation underscores the value of enjoyment and entertainment in shaping shopping preferences, while Usefulness Motivation emphasizes practical benefits such as saving time and money. Based on these findings, businesses are encouraged to focus on creating intuitive user interfaces, incorporating engaging features like virtual try-ons, and promoting the practical advantages of online shopping. For future research, it is recommended to explore additional factors, such as consumer trust and the role of emerging technologies like AI-driven personalization, to gain a deeper understanding of Gen Z’s online shopping behaviors.
Keywords Online Shopping, Purchase Intention, Gen Z Shopping, Purchase Attitude
Field Business Administration
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-11
Cite This Understanding Gen Z Online Shopping Motives Attitudes and Intentions: A study with reference to Gujarat state - Mohammadali Gulamhaidar Hajur, Dr. Ashish Janakray Dave - IJFMR Volume 7, Issue 1, January-February 2025. DOI 10.36948/ijfmr.2025.v07i01.34959
DOI https://doi.org/10.36948/ijfmr.2025.v07i01.34959
Short DOI https://doi.org/g82gts

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