Concerned gen-y e-shopping behaviour: a focus on trust, safety, and purchase experience

Abstract: ABSTRACT. Background: The COVID-19 pandemic has prompted a notable shift from in-person shopping to online platforms. Consequently, many organizations have invested significantly in digital transformation efforts. Recent data indicates a heightened threat landscape for online transactions compared to previous years. Generation Y is the largest population using the online platform for e-shopping nowadays. This paper explores the security preferences of Generation Y consumers and their impact on purchase, trust, ease of use, safety, satisfaction, and usability in the realm of online shopping. Even amidst the COVID-19 crisis, consumer behaviour continues to favour online shopping over traditional methods. Method: A comprehensive literature review and quantitative research utilizing a questionnaire form the basis of this study. A simple random or probability sampling method was used to select 150 participants for the research investigation. The sample was chosen based on the selected survey research strategy. SPSS and SmartPLS4 software were used to analyse the data. Results: After analysing the data, the results showed that online purchases and perceived ease of use, satisfaction and trust have positive and significant impacts on e-shopping use. Furthermore, this study found that safety has no significant impact on e-shopping use. These findings underscore the significant influence of factors such as safety, usability, and satisfaction on consumer trust in e-commerce platforms for future sustainability Conclusion: It can be concluded that consumer trust and satisfaction are crucial factors influencing e-shopping use. Moreover, the study offers recommendations aimed at enhancing online payment systems with advanced security features to bolster digital transformation efforts for a sustainable future.

Author(s): Arfan Shahzad, Muhammad Ali Naeem, Mohsin Altaf & Arsalan Hussain

Date Published: September 8 2024

Depositing User: Basiratu Kolawole

DOI: https://doi.org/10.17270/J.LOG.001086

Keywords: e-shopping, trust, satisfaction, safety, purchase & sustainable future

Pages: 415-428

Publisher: Scientific Journal of Logistics

Published URL: http://www.logforum.net

Publication title: LogForum

Subject(s): Economics, Marketing, Psychology and Sociology

Type of publication: Journal