GENERATION Z AND THE TRANSFORMATION OF ONLINE PURCHASING: THE ROLE OF E-COMMERCE IN CONSUMER PREFERENCES

Authors

  • Stefani I. Angmalisang Universitas Negeri Manado Author
  • Stanss L. H. V. Joyce Lapian, Silvya L. Mandey, Altje Lenny Tumbel, Willem J. F. Alfa Tumbuan Universitas Sam Ratulangi Author

Keywords:

GENERATION Z, TRANSFORMATION OF ONLINE PURCHASING, THE ROLE OF E-COMMERCE , CONSUMER PREFERENCES

Abstract

This research examines Generation Z consumers' preferences regarding online purchasing and the influence of e-commerce on their shopping patterns. Through analysis of online shopping behavior and consumer responses, this study provides insight into how brands can optimize the online shopping experience for Generation Z.

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Published

2026-02-11

Issue

Vol. 1 No. 4 (2024): INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE)

Section

Articles