Factors influencing online purchase intention of millennials and gen Z consumers

• Published in: Journal of Applied Structural Equation Modelling Vol. 4; no. 2; pp. 21 - 43
• Main Authors: Isa, Nasrul Fadhrullah, Annuar, Sharifah Nurafizah Syed, Gisip, Imelda Albert, Lajuni, Nelson
• Format: Journal Article
• Language: English
• Published: Sarawak Research Society (SRS) 01.06.2020
• Subjects: brand orientation; impulse purchase orientation; online purchase experience; online purchase intention; online trust; quality orientation

This study examines the factors affecting millennials and generation Z’s purchase intention in online shopping. The variables under investigation, namely, impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience, were tested. The data collect...