Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk
In previous years, studying consumer behavior was seen as important, but in today’s fast-changing market, with rapid technological advancements, understanding consumer behavior can be a key factor in a product’s success or failure. The aim of the current research was to investigate the factors that...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-03-01
|
| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/15/3/371 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849341681558618112 |
|---|---|
| author | Dimitrios Theocharis Georgios Tsekouropoulos Chryssoula Chatzigeorgiou Georgios Kokkinis |
| author_facet | Dimitrios Theocharis Georgios Tsekouropoulos Chryssoula Chatzigeorgiou Georgios Kokkinis |
| author_sort | Dimitrios Theocharis |
| collection | DOAJ |
| description | In previous years, studying consumer behavior was seen as important, but in today’s fast-changing market, with rapid technological advancements, understanding consumer behavior can be a key factor in a product’s success or failure. The aim of the current research was to investigate the factors that can influence the online consumer behavior of Generation Z, regarding technological products that have just been launched and are available to the public. To achieve this goal, a cross-sectional research study was conducted with a sample of 302 Generation Z consumers selected using convenience sampling and elements of systematic sampling. This research used a structured questionnaire with established measurement scales to explore different aspects of online consumer behavior. The questionnaire was based on variables identified from various consumer behavior theories and models. The results led to the identification of six groups of influencing factors on online consumer behavior, highlighting the importance of these factors in shaping online consumer behavior and showing the influence of perceived risk as a moderating factor. These findings provide a thorough understanding of the factors that influence online consumer behavior while simultaneously laying the foundation for the creation of targeted and differentiated marketing strategies. |
| format | Article |
| id | doaj-art-b11c28382ef345fbba1a2f9fe63a7ae4 |
| institution | Kabale University |
| issn | 2076-328X |
| language | English |
| publishDate | 2025-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj-art-b11c28382ef345fbba1a2f9fe63a7ae42025-08-20T03:43:34ZengMDPI AGBehavioral Sciences2076-328X2025-03-0115337110.3390/bs15030371Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived RiskDimitrios Theocharis0Georgios Tsekouropoulos1Chryssoula Chatzigeorgiou2Georgios Kokkinis3Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, GreeceDepartment of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, GreeceDepartment of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, GreeceDepartment of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, GreeceIn previous years, studying consumer behavior was seen as important, but in today’s fast-changing market, with rapid technological advancements, understanding consumer behavior can be a key factor in a product’s success or failure. The aim of the current research was to investigate the factors that can influence the online consumer behavior of Generation Z, regarding technological products that have just been launched and are available to the public. To achieve this goal, a cross-sectional research study was conducted with a sample of 302 Generation Z consumers selected using convenience sampling and elements of systematic sampling. This research used a structured questionnaire with established measurement scales to explore different aspects of online consumer behavior. The questionnaire was based on variables identified from various consumer behavior theories and models. The results led to the identification of six groups of influencing factors on online consumer behavior, highlighting the importance of these factors in shaping online consumer behavior and showing the influence of perceived risk as a moderating factor. These findings provide a thorough understanding of the factors that influence online consumer behavior while simultaneously laying the foundation for the creation of targeted and differentiated marketing strategies.https://www.mdpi.com/2076-328X/15/3/371online consumer behaviorGeneration Znewly launched productsmarketing of technological productsperceived risk |
| spellingShingle | Dimitrios Theocharis Georgios Tsekouropoulos Chryssoula Chatzigeorgiou Georgios Kokkinis Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk Behavioral Sciences online consumer behavior Generation Z newly launched products marketing of technological products perceived risk |
| title | Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk |
| title_full | Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk |
| title_fullStr | Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk |
| title_full_unstemmed | Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk |
| title_short | Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk |
| title_sort | empirical categorization of factors affecting online consumer behavior of gen z regarding newly launched technological products and moderating impact of perceived risk |
| topic | online consumer behavior Generation Z newly launched products marketing of technological products perceived risk |
| url | https://www.mdpi.com/2076-328X/15/3/371 |
| work_keys_str_mv | AT dimitriostheocharis empiricalcategorizationoffactorsaffectingonlineconsumerbehaviorofgenzregardingnewlylaunchedtechnologicalproductsandmoderatingimpactofperceivedrisk AT georgiostsekouropoulos empiricalcategorizationoffactorsaffectingonlineconsumerbehaviorofgenzregardingnewlylaunchedtechnologicalproductsandmoderatingimpactofperceivedrisk AT chryssoulachatzigeorgiou empiricalcategorizationoffactorsaffectingonlineconsumerbehaviorofgenzregardingnewlylaunchedtechnologicalproductsandmoderatingimpactofperceivedrisk AT georgioskokkinis empiricalcategorizationoffactorsaffectingonlineconsumerbehaviorofgenzregardingnewlylaunchedtechnologicalproductsandmoderatingimpactofperceivedrisk |