Applying theory planned behaviour(TPB) on Generation Z’s online shopping purchase intention.

Chai, Jia Yu and Loong, Hui Ning and Nyeo, Jia Rou (2025) Applying theory planned behaviour(TPB) on Generation Z’s online shopping purchase intention. Final Year Project, UTAR.

Preview

PDF Download (3779Kb) | Preview

Abstract

The rapid development of e-commerce has profoundly impacted the purchasing behaviour of Generation Z. Based on the Theory of Planned Behaviour (TPB), this study examines the effects of convenience, trust and subjective norms on the purchase intention of online shopping of Generation Z in Malaysia. The study adopted a quantitative research method by administering a structured questionnaire to Malaysian Gen Z respondents and analyzing the data using SPSS. The results show that convenience, trust, and subjective norms significantly influence the purchase intention of Generation Z. The results of this study are summarized below. Specifically, ease of access, security of transaction, and social influence play a crucial role in influencing their purchase decisions. This study contributes to both theory and practice. Theoretically, it expands the application of TPB in digital commerce and provides new perspectives for understanding the shopping behaviors of Generation Z. In practice, the findings provide strategic recommendations for e-commerce platforms and retailers to optimize the website experience, enhance trust mechanisms, and leverage social influence to attract and retain Gen Z consumers more effectively. Despite the contributions of this study, there are limitations, including sample representativeness and geographic scope. Future research should consider larger, more diverse samples, longitudinal studies, and other influences such as brand loyalty and perceived risk to deepen the understanding of Gen Z online shopping behavior. Keyword: Online Purchase Intention, E-commerce, Generation Z, Theory Of Planned Behavior (TPB), Malaysia, Convenience, Trust, Subejctive Norms, Big data analytics Subject Area: HF1-6182 Commerce

Actions (login required)