NAME: AFIA ZAHIN

SIDDIQUA

ID: 1830254

SECTION: 01

SUBMITTED TO: ARIFUR

RAHMAN
MANAGING AND INTEGRATING E-BUSINESS INB405
DATE OF SUBMISSION:
ASSIGNMENT AUGUST 16, 2021
Online Shopping Behavior among Generation Z during COVID-19.

1.0 Introduction  

According to Ajzen (1989), attitude can be defined to "the feelings consumers have towards a
digital information technology for appropriate activities." Attitudes will be usually favorable
toward techniques and behaviors that result in consumer-appreciated results and outcomes
(Mehrolia et al., 2020). Numerous studies have discovered that attitudes with causes of mental
health predict future modest increase would improve than cognitive beliefs. (2009) (Lawton et
al.).

In terms of adopting a particular computer system, the Conceptual Framework (Davis et al.,
1989) claims that there is a meaningful relation between someone individual's attitude forward
towards the development tools and their purchase intentions to use it. Similarly, this paper
suggests that a favorable attitude toward online buying will have a favorable effect on future
behavioral intentions following the COVID-19 epidemic. However, in light of the pandemic
context, new scale items been developed to estimate this latent variable. Consumers have a
natural tendency to incorporate technology into their daily activities, which include searching,
interacting, and ordering things online. The outbreak also hindered consumers' access to retail
establishments, particularly given their medical conditions (Eger et al., 2021). As a result,
demand for alternate distribution methods has grown exponentially.

According to a 2020 Accenture analysis, "digital commerce has also benefited as potential users
migrate online for food shopping – a trend that is anticipated to continue post-outbreak." While
internet grocery purchasing has expanded steadily although slowly throughout the last generation
(Harris et al., 2017), it exploded as during COVID-19 pandemic outbreak (Pantano et al., 2020).
Additionally, clients who are older and less digitally skilled have discovered and come to
embrace internet purchasing, accepting this assurance that internet affords (Eger et al., 2021).
2.0 Literature Review

Social media has been undergoing rapid and fundamental change; it is no longer the same as it
was that a year prior (Appel et al., 2020). It is defined as "internet-based channels that let users to
engage with one another conveniently and selectively and gain value from user-generated
content" (Nabity-Grover et al., 2020). According to Tefko and Steffek (2018), the last few years
have seen tremendous expansion in the physical environment; what is continually updated now
will become obsolete and out of date tomorrow. Optimizing the use of emerging technologies,
such as the Iot technology, augmented reality, nanotechnology, and free stores, that form today's
landscape will be a difficult challenge for many merchants. Because there is no dispute about
social media's strength and usefulness for marketing operations, it has become a critical
component of businesses' marketing strategy (tefko and Steffek, 2018). Social media played a
critical role in the coronavirus outbreak. Its influence as well as impact may be seen in numerous
aspects of our life, from work to education to entertainment to shopping. Individuals increasingly
social media outlets for support, amusement, and connection during the COVID-19 outbreak and
its related social isolation and lockdown. Social isolation and lockdown have also altered how
and what individuals reveal on media platforms (Nabity-Grover et al., 2020). Social media has
helped employees to receive and publish knowledge the about outbreak, and thus to retain
relationships with parents, coworkers, and companions through periods of social isolation (Islam
et al., 2021). Nabity-Grover et al. (2020) hypothesize that the pandemic increased individuals'
awareness of how they deliver themselves as well as what individuals publicly release on media
platforms in during epidemic regarding their social health, the implications of their conduct on
someone else, but also how one‘s perspectives on wellness are perceived by someone else.
  Theoretical background and hypotheses development 

The Influences of Consumption Values on Online Shopping Behavior among

Generation Z during COVID-19.

Values are described as an individual's assessment of what is significant in life. Values inform
people about what is desirable, beneficial, significant, useful, beautiful, or suitable. They provide
an explanation for why people behave the way they do. Values assist people in resolving
common human challenges necessary for survival. Rokeach (1973) defined value as an enduring
conviction that a particular mode of action or end-state presence is subjectively but rather
socially preferable to an opposing or converse form of performance or later part existence. Per
the Schwartz (1992), values serve as the key principles for one's life on a more abstract level,
influencing one's viewpoints on a variety of situations. According to social adaptation theory
(Grant&Walker, 2015), standards are still a model of cultural cognitive that aids in
environmental adaptation.

Demographic factors are subjective ideas about the most desirable means to achieve personal
values through consumption. Individuals attain their values (or aims) through a variety of
behaviors and activities, including social connection, economic transaction, acquisition, and
consumerism (Moore et al., 2013). Sheth et al. (1991) created a model to aid in comprehending
how customers make marketplace judgments. They founded their model on the premise that
consumers make choices depending on the perceived values in connection to what the authors
refer to as "market choice," and that perceived values contribute uniquely to specific choices.
Because their methodology investigates the product values that appeal to consumers, it may be
considered as a means of determining the consumer's positive effect on consumers, making it a
proactive method for determining product acceptability and adoption. Consumers place varying
values on products and product groups, which affects their purchasing incentive. These values
include functional, social, emotional, epistemological, and conditional.

All consumption values have an effect on consumers' purchasing decisions. People want to
satisfy their wants and requirements with modern assets and regard themselves be sophisticated
consumers in terms of the fulfillment of alternative consumption values. All or some of the 5
utilization numbers may impact a decision. Numerous disciplines (econometrics, sociology,
several parts of psychology, marketing and consumer behavior, among others) have given
theoretical perspectives pertaining to these principles (Sheth, Newman, Gross, 1991).

Schwartz (1992) defines value as "a desirable trans-situational aim of changing relevance that
acts as a guiding factor in a person's or other social entity's life." In other words, values are
essential orientations or guiding principles that act as the organizing concept for an individual's
ideas and attitudes and serve as a guide for individual conduct (Jagers& Matti, 2010; Schwartz,
2012).

Individuals' concern for the natural environment is a reflection of their values and influences
their conduct (Soyez, 2012). According to Wang et al. (2013), value is a critical component of
relationship marketing. Customer value is the core tenet of all marketing activity, as Plewa and
Conduit (2016) state: "Marketing entails exchanges; exchanges are contingent upon customers'
value, which is also the underlying tenet of all marketing action" (Wang et al., 2013). Nowadays,
consumers make purchases based on their perceptions of corporate, social, and environmental
worth, rather than on the greater economic value provided by the corporation that operates the
business, service, or brand (Huang et al., 2014). As a result of customers becoming value-driven
(Sweeny & Soutar, 2001), it is critical for marketers to identify shareholder value and focus their
attention on attaining market advantages (Shanker, 2012; Mackeviit&Kudien, 2013).

Perceived value can be described as an overall assessment of the benefit received by a consumer
from a product or service based on their feedback (Chi et al., 2011; Yusuf et al., 2013; Lai et al.,
2014).

Green perceived value is described as "a consumer's overall assessment of the net benefit of a
product or service based on the consumer's environmental wishes, upholding judgments and
demands to make a product environmentally friendly" (Rizwan et al., 2013; Akbar et al., 2014).

Today's society places a premium on perceived value, since businesses can influence consumer
buy intentions using production cost (Steencamp & Geyskens,2006; Karatu & Mat, 2015;
Doszhanov& Ahmad, 2015).

The worth of a product can be determined by its attributes, benefits, and prominence. Chen &
Chang (2012) assert that green perceived value has a beneficial effect on green buying
intentions. Numerous studies have established a strong correlation between perceived value and
green perceived value (Chen & Chang, 2012; Kong et al., 2014; Delghanan & Bakhshandeh,
2014; Liang & Chaipoopirutana, 2014; Rajput et al., 2014).

People want to satisfy their wishes and preferences with modern assets and regard themselves as
modern consumers as a result of the fulfillment of alternative consumption values. Any or all of
the five consumption numbers may impact a decision. Numerous disciplines (econometrics,
sociology, several parts of psychology, marketing, and consumer behavior) have produced
theoretical perspectives to these principles (Shethet al., 1991)
Online Shopping Behavior among Generation Z during COVID-19 (20 to 30 lines)

According to previous study, people of all ages have diverse perspectives on online purchases
(Richa, 2012), and it is predicted that Generation Z will overtake the Baby Boomer generation as
the largest client base in the near future (Richa, 2012). (Vieira et al., 2020). When it comes to
conducting online transactions, Generation Z consumers are becoming increasingly vigilant,
particularly in regard to perceived ease of use, perceived usefulness, and the dangers of online
transactions and privacy, as well as the availability of products, prices, and special offers, as well
as customer satisfaction (Tiwari & Joshi, 2020).

According to a survey, price was also found to be a significant factor in the purchasing decisions
made by Generation Z. However, according to the results of the poll, convenience was not as
important to them (Vieira et al., 2020). When it comes to online purchasing intent, factors such
as gender, marital status, family size and wealth are important considerations to consider (Suki,
2011). Students who take out student loans say that the loan covers all of their monthly expenses,
but a growing number of students are supplementing their income with part-time work,
according to the Bureau of Labor Statistics (Uthman et al., 2021). If you look at current
advertising, influence marketing is the most often used strategy available. Customers can be
targeted through reputable sources and viewed from the perspective of the customer using social
media (Kim & Kim, 2021). Apart from that, according to Lehdonvirta (2012), social media has
evolved into a way of providing online services. A variety of channels, such as social media and
blogs, allow customers to influence the direction of the manufacturing industry. In addition to
spreading unethical behavior and lies through word of mouth on social media, fashion and trends
can do the comparable (Lehdonvirta, 2012). on something like a scale of "I adore it," "I
appreciate it," and "I use it," respectively (2017). According to the findings of the survey, the
most often used distribution channels were Instagram, YouTube, and Snapchat.
Functional Value and online shopping behavior among generation Z during COVID-19

Functional Value: (4 to 5 lines)

Generation Z is more likely than other generations to attain enlightenment, and the necessity of
credible information was clearly expressed and those who took part in the survey. Studies took
into consideration and examined all of the feedback and recommendations that we received,
whether they were received online or in person. It clear accountability and complete information
again from channels on which the retailers have been present, and they were not disappointed
(Barber & Kim (2021). Throughout the time, everyone stressed the need of online shops
demonstrating how they had altered their operations throughout as well as in compliance with
Covid-19.
Hence it is hypothesized that;
H1: Functional value positively influences online shopping behavior among generation Z
during COVID-19
Social Value and online shopping behavior among generation Z during COVID-19

Social Value: (4 to 5 lines)

Generation Z are becoming increasingly concerned well about implications of COVID-19, as

well as in terms of their health and their financial well-being. The findings of the study indicate
that transactions were concentrated on the most fundamental necessities, that individuals were
buying more thoughtfully, which they tended to buy locally produced goods, as well as that they
have been integrated development environment. People' perceptions toward internet purchasing
are influenced by their consumption habits and practical incentives (Benner & Waldfogel, 2020).

Hence it is hypothesized that;

H2: Social value positively influences online shopping behavior among generation Z
during COVID-19
Emotional Value and online shopping behavior among generation Z during COVID-19

Emotional Value: (4 to 5 lines)

The studies that they saved a bit without doing their business activities, and they considered had
makes their job easier to some level. The ability to negotiate and can save costs is another factor
cited by several other individuals, while others cited being more spare time as well as
impediments that prevented them from visiting businesses in person as reasons for doing their
shopping online (Miklosik et al., 2020). According to the solution will be implemented by
Nirmala and Dewi (2011), knowledgeable online consumers are more interested to come after
dependability in their internet banking procedure in helps to save cost.

Hence it is hypothesized that;

H3: Emotional value positively influences online shopping behavior among generation Z
during COVID-19
Epistemic Value and online shopping behavior among generation Z during COVID-19

Epistemic Value: (4 to 5 lines)

According to the findings of the Covid-19 experiment, price had an impact on all of the
participants, and many of them questioned if performing the authorized reseller would exceed
their limit or whether a lesser rate was attainable elsewhere. Overall majority of individuals
stated that excessive pricing strategies and delivery times were crucial to people and that this
could dissuade them considering booking tickets. Possibly it is simply and thus have a smaller
salary (Suki, 2011) to consume or maybe even the worry of financial deprivation, which is
particularly prevalent currently with Covid-19.
Hence it is hypothesized that;
H4: Epistemic value positively influences online shopping behavior among generation Z
during COVID-19
Conditional Value and online shopping behavior among generation Z during COVID-19

Conditional Value: (4 to 5 lines)

According to the findings of various research, people were hesitant to make exclusions if certain
needs - which were related to traits such as customer loyalty and brand vulnerability - were just
not met. They took use of the previously described risk-reducing methods or even switched to a
different online merchant altogether. Which should be seen as a result of the source credibility
discouraging individuals from making purchases available on the internet (Ariffin et al., 2018)
Moreover, that is usually significantly associated with individuals who are members of
Generation Z as well as to contain their better traits in terms of being able to traverse in an
interactive format in a virtual community.
Hence it is hypothesized that;
H5: Conditional value positively influences online shopping behavior among generation
Z during COVID-19
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