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The Impact of Generation Z’s Consumer Characteristics on the E-commerce Industry

  • Industry Promotion Research
  • Abbr : IPR
  • 2024, 9(3), pp.129-138
  • DOI : 10.21186/IPR.2024.9.3.129
  • Publisher : Industrial Promotion Institute
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Received : June 6, 2024
  • Accepted : July 4, 2024
  • Published : July 31, 2024

Kim Ye Eun 1 Seung In Kim 1

1홍익대학교

Accredited

ABSTRACT

This study investigates the impact of Generation Z’s consumer characteristics on the E-commerce industry using data from 60 respondents through an online survey. Generation Z, accustomed to the digital environment and quickly adopting new technologies, is noted as a strong consumer group. The study results indicate that value-driven and digital-friendly consumption significantly impact E-commerce usage. This suggests that E-commerce companies should enhance the digital experience and emphasize social responsibility and ethical values in their marketing strategies. These findings provide foundational data for effectively analyzing and responding to Generation Z’s consumer characteristics in the E-commerce market.

Citation status

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