ManuScript Details
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Paper Id:
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IJARW3199
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Title:
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FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 8 Issue 3 |
| Pages: |
8
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| Published On: |
9/8/2026 12:04:43 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Thi Duyen |
| Institute: |
Academy of Finance, Viet Nam |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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Economics |
| KeyWord: |
omnichannel shopping; Generation Z; digital transformation; influencing factors; shopping behavior. |
| Abstract: |
The increasing adoption of emerging technologies in the retail sector has transformed consumer purchasing behavior, particularly among younger generations who frequently utilize multiple channels for information search and purchasing activities. This study employs a quantitative research approach and collects data from 308 Generation Z consumers in Vietnam using convenience sampling to examine the factors influencing their omnichannel shopping behavior. The analysis is grounded in the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) framework. The findings reveal that social influence, performance expectancy, habit, perceived security, effort expectancy, and hedonic motivation all exert significant positive effects on the omnichannel shopping behavior of Generation Z consumers in Vietnam. Among these factors, social influence emerges as the most influential determinant, followed by performance expectancy and habit. Based on the empirical results, the study proposes several managerial implications for retailers and e-commerce businesses, prioritized as follows: (1) leveraging social influence, (2) enhancing shopping performance and convenience, (3) fostering habitual usage, (4) strengthening security and privacy protection, (5) simplifying user interactions, and (6) enriching emotional and experiential aspects of the shopping journey. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nguyen Thi Duyen, "FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM", International Journal Of All Research Writings,
vol. 8, no. 3, pp. 6-13, 2026.
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MLA
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Nguyen Thi Duyen "FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM." International Journal Of All Research Writings,
vol 8, no. 3, 2026, pp. 6-13.
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APA
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Nguyen Thi Duyen (2026). FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM. International Journal Of All Research Writings,
8(3), 6-13.
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FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM
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FACTORS INFLUENCING OMNICHANNEL SHOPPING BEHAVIOR OF GEN Z CONSUMERS IN THE CONTEXT OF DIGITAL TRANSFORMATION: EMPIRICAL RESEARCH IN VIET NAM
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