Track: Human Factors and Ergonomics

Abstract

The free market economy and the lifting of restriction of trade across national boundaries have spoilt the consumer with a choice where the manufacturers face intense competition to catch the attention of the discerning customer. Generation Z consumers have been identified as unique as they are the first generation of digital natives who are born with digital chromosomes in their DNA. To cater to their demands with a proper strategy it is important to investigate the determinant factors of these buyer's, characteristics and actions. Although there are models like Engel-Blackwell-Miniard model and traditional five-stage model which have been used previously to investigate purchasing behaviour, their ability to factor the unique characteristics of this market segment is questionable.

The purpose of this paper is to develop an extended research model based on the theory of planned behaviour (TPB) incorporating the additional constructs of market mavenism, technology self-efficacy and social identity to capture the specific factors influencing the purchasing behaviour of Generation Z. The validated model can be utilized to assist in predicting potential consumer adoption behaviour and in designing favourable shopping environments that are compatible with these specific consumer traits.

Keywords

Generation Z, Purchasing behaviour, Theory of planned behaviour