Diginatives’ Experiences on Electronic Commerce
Abstract
Today, there is rapid advancement of technologies people continuously accept and adapt to innovations. Even though there are already numerous previous studies and research about electronic commerce, this study focused on the lived experiences of Gen Z college students to find out their motivation, experiences, and how do they navigate through the challenges in online shopping. This qualitative study employed transcendental phenomenological research where the researchers used the structural and textual themes to describe how and what the participants experienced in the composite textural-structural descriptions from data gathered from ten participants. In conclusion, Gen Z is heavily influenced by their environment, significant others like family, friends, partners, and influencers, and their need for convenience on using e-commerce. Also, whether Gen Z experience issues on their online shopping or not, they will still use e-commerce and just find their way to not experience those issues again. Amidst challenges, they believe that e-commerce in the Philippines will still grow and improve. However, this study has limitations and cannot be used to generalize all Gen Z consumers. The researchers recommend conducting further studies such as exploration on the state of online sellers, their experiences, and problems to have a more holistic understanding of the entire e-commerce industry and how it can be improved. Examining other areas with a quantitative approach is recommended as different environmental experiences and generations may result in different perspectives and research findings.
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About this article
Publication Date
06 May 2024
Article Doi
eBook ISBN
978-1-80296-132-4
Publisher
European Publisher
Volume
133
Print ISBN (optional)
-
Edition Number
1st Edition
Pages
1-1110
Subjects
Marketing, retaining, entrepreneurship, management, digital marketing, social entrepreneurship
Cite this article as:
Velasco, S. M. A., Alcantara, A. S., Hidalgo, M. D., & Kagaoan, M. A. C. G. (2024). Diginatives’ Experiences on Electronic Commerce. In A. K. Othman, M. K. B. A. Rahman, S. Noranee, N. A. R. Demong, & A. Mat (Eds.), Industry-Academia Linkages for Business Sustainability, vol 133. European Proceedings of Social and Behavioural Sciences (pp. 112-126). European Publisher. https://doi.org/10.15405/epsbs.2024.05.10