Track: E-Business/E-Service

Abstract

The advance of the technology has changed the consumer behavior of the buyers to online. This study is mainly designed to test the relationship between the predictors and the dependent variable of online consumer behavior of Generation Z (people born between 1995 to 2010) in Malaysia. There are still lack of study regarding social media factors and its effects on the online apparel shopping behavior in the context of Malaysia, especially Generation Z. A survey questionnaire is used for collecting the data and information. The research sample is 250 respondents and the data are collecting by non-probability sampling. The research data is analyzed by descriptive analysis, correlation analysis, and multiple linear regression model through SPSS Software version 23. The results show that the website characteristics, online perceived value, and brand reputation have a positive and highly significant relationship with online shopping intention. The obtained result provides an indication to marketers in Malaysia when targeting young consumers from Generation Z.