Working gen Z consumers attitude to online shopping during Covid 19

Abstract

With the new age and time, the internet has become not just a means for communication but for e-commerce activities. Since the start of the pandemic, internet usage has increased dramatically as big companies and SMEs are now navigating through digitally. This study was conducted to investigate the factors that influence the consumer attitude of working Gen Z to online shopping during Covid 19 in Davao City using quantitative research method and non-parametric tests. Factors investigated in the study includes convenience, web design/features, security, and time savings. Among the 100 respondents obtained, working Gen Z's aged on their early 20's that are females and are high-school and of bachelor's degree dominantly constitute in participating to online shopping activity where factors mentioned at the same time are deemed to have strong affectation to their attitude. Furthermore, the study's findings indicate that, with the exception of sex groups, there is no statistically significant difference in the respondents' attitudes on online shopping when they are categorized according to demographic characteristics. Given its results on consumer behavior, it varies depending on the most consequential factor and thus needs to be studied in various conditions. Thus, other relevant variables that can affect consumer attitudes are encouraged to be analyzed.