Theocharis Dimitrios, Tsekouropoulos Georgios, Chatzigeorgiou Chryssoula, Kokkinis Georgios
Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece.
Behav Sci (Basel). 2025 Mar 15;15(3):371. doi: 10.3390/bs15030371.
In previous years, studying consumer behavior was seen as important, but in today's fast-changing market, with rapid technological advancements, understanding consumer behavior can be a key factor in a product's success or failure. The aim of the current research was to investigate the factors that can influence the online consumer behavior of Generation Z, regarding technological products that have just been launched and are available to the public. To achieve this goal, a cross-sectional research study was conducted with a sample of 302 Generation Z consumers selected using convenience sampling and elements of systematic sampling. This research used a structured questionnaire with established measurement scales to explore different aspects of online consumer behavior. The questionnaire was based on variables identified from various consumer behavior theories and models. The results led to the identification of six groups of influencing factors on online consumer behavior, highlighting the importance of these factors in shaping online consumer behavior and showing the influence of perceived risk as a moderating factor. These findings provide a thorough understanding of the factors that influence online consumer behavior while simultaneously laying the foundation for the creation of targeted and differentiated marketing strategies.
在过去几年里，研究消费者行为被视为很重要，但在当今快速变化的市场中，随着技术的飞速进步，了解消费者行为可能是产品成败的关键因素。当前研究的目的是调查那些可能影响Z世代在线消费者行为的因素，这些行为涉及刚推出并面向公众的科技产品。为实现这一目标，采用便利抽样和系统抽样相结合的方法，选取了302名Z世代消费者作为样本，进行了一项横断面研究。本研究使用了一份带有既定测量量表的结构化问卷，以探究在线消费者行为的不同方面。该问卷基于从各种消费者行为理论和模型中识别出的变量。研究结果确定了影响在线消费者行为的六组因素，突出了这些因素在塑造在线消费者行为方面的重要性，并显示了感知风险作为调节因素的影响。这些发现为影响在线消费者行为的因素提供了全面的理解，同时为制定有针对性和差异化的营销策略奠定了基础。
