Factors influencing online purchase intention of millennials and gen z consumers

Factors influencing online purchase intention of millennials and gen z consumers

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...

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Bibliographic Details
Main Authors:	Nasrul Fadhrullah Isa, Sharifah Nurafizah Syed Annuar, Imelda Albert Gisip, Nelson Lajuni
Format:	Article
Language:	English
Published:	Sarawak Research Society (SRS) 2020-06-01
Series:	Journal of Applied Structural Equation Modeling
Subjects:	online purchase intention impulse purchase orientation quality orientation brand orientation online trust online purchase experience
Online Access:	https://jasemjournal.com/wp-content/uploads/2020/07/Nasrul-et-al-Vol4Issue2-2020.pdf

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