FACTORS INFLUENCING THAI GEN Z CONSUMER PERCEPTION TOWARDS ADOPTING ONLINE SHOPPING ON SOCIAL MEDIA PLATFORMS

Abstract

Since the COVID-19 pandemic began, there has been a significant shift in consumer behavior towards adopting online shopping on social media platforms. With lockdowns and social distancing measures in place, many consumers have turned to online shopping to purchase goods and services. As most previous studies examine customer perceptions from a broad perspective and try to figure out what factors affect them. Few studies examine the customer perception towards adopting online shopping, especially among Gen Z consumers. This paper examines Thai Gen Z consumer perception towards adopting online shopping on social media platforms. This study uses the quantitative method with the Pearson correlation to find the relationship between independent and dependent variables. The five independent variables includes, price and value, trust & security, convenience, social review, and user experience. The data is collected by quantitative survey with 404 respondents who were born between the years 1997-2012 (Gen Z). In terms of positive coefficients shown in regression analysis, the most contributing factors affecting Thai Gen Z consumer perception towards adopting online shopping on social media platforms are user experience and price & value.