Online Shopping Behaviour of Gen Z Men

Abstract

This research aimed to study: 1) levels of adoption and use of technology, confidence, and online shopping intent behaviour; 2) factors of online shopping intent behaviour classified by adoption and use of technology and confidence; and 3) factors of adoption and use of technology and confidence influence on online shopping intent behaviour. This research is quantitative. The research tool is a questionnaire that collected data from 400 men who were generation Z through nonprobability sampling and accidental sampling. The statistics in this research were frequency, percentage, mean, standard deviation, F-test, and multiple regression analysis by the enter method.

The research results revealed that: 1) adoption and use of technology, confidence, and online shopping intent behaviour were at a high level with an average of 4.54, 4.58, and 4.58 respectively, and a standard deviation of .437, .419, and .452 respectively; 2) factors of adoption and use of technology (F-test=17.100) and confidence (F-test=79.576) have an influence on the online shopping intent behaviour of Generation Z men at the statistically significant level of .05; and 3) factors of adoption and use of technology, and confidence can predict men's online shopping behaviour in Generation Z at a value of 71.40 percent (R²=.741)