The Relationship between perception and Consumer Behavior towards Purchasing from Chinese Online Retailers : A Comparative study between Generation Z and Generation Y

Detta är en Master-uppsats från Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

Författare: Samuel Lidström; Ruotong Tang; [2023]

Nyckelord: Generational Difference; Personal Values; Uncertainty Avoidance; Uncertainty Perception; Purchase Decision;

Sammanfattning: The purpose of this study is to examine the impact of perception and uncertainty among Generation Z and Generation Y Swedish consumers when making purchase decisions from online Chinese retailersQualitative method in the form of focus groups was used to collect the data in order to answer the research question. This study explored perception and uncertainty in Swedish Gen Z and Gen Y consumers when purchasing from Chinese online retailers. The results revealed that Gen Y prioritizes eco-friendliness and domestic retailers, while Gen Z is cost-conscious and prefers Chinese retailers. Income levels influence these preferences, with Gen Y valuing sustainability and Gen Z seeking competitive prices.

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