Gen z and the digital shopping experience : an analysis of consumer behavior and attitude towards summer jackets online- perceptual map

• Autor(a) principal: Raposo, Maria Teresa de Sousa de Macedo
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/171194
• topic: Spss; Methodology perceptual map; Survey construction perceptual map; Result perceptual map; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This study investigates the online shopping behavior and expectations of Generation Z (Gen Z), a significant and economically influential cohort of the global population. Focusing specifically on the online purchase of summer jackets, the research encompasses a thorough review of literature and research methodology that includes conjoint analysis and perceptual mapping. The study derives valuable findings: Online shopping has become routine, and Gen Z's online shopping patterns exhibit a strong inclination towards price sensitivity, with decision-making heavily influenced by diverse information and inspiration channels. This 3 reflects Gen Z's core values, which prioritize aspects such as convenience, sustainability, and a keen awareness of pricing considerations. These findings serve as a basis for providing recommendations to brands and retailers on effectively adapting their strategies to meet the unique needs of Gen Z consumers.