Integrity And Benevolence Influences On Gen Z University Students’ E-Commerce Purchase Decisions
Abstract
Integrity and benevolence are crucial factors for the online customer in making their purchase decision. The primary objective of this study is to examine the relationship between integrity and benevolence and their influence on online buying decisions in e-commerce, particularly among Generation Z university students. Previous research identifies integrity and benevolence as independent variables, while online buying decisions serve as the dependent variable. A total of 197 questionnaires collected from Gen Z university students in Kuala Lumpur and Selangor, Malaysia, were analyzed using the Statistical Package for the Social Sciences. Descriptive statistics, correlation analysis, and multiple regression were employed to evaluate the relationships among the variables, and multiple regression was used to test all hypotheses. The results reveal that only the integrity dimension has a significant positive relationship with online buying decisions in e-commerce. The Theory of Planned Behaviour serves as the underpinning theory for the study’s theoretical framework. The study is limited by the relatively small number of university student respondents in Kuala Lumpur and Selangor, as well as constraints related to time and resources. It focuses solely on Generation Z, even though Generation Y and Millennials are also significant users of online shopping. Nevertheless, this paper offers valuable insights for academicians, administrators, and researchers, particularly those interested in the e-commerce sector and online purchasing behaviour.
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Publication Date
01 September 2026
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European Publisher
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1st Edition
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1-1
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Accounting and Finance, Business and Management, Communication, Law and Governance
Cite this article as:
Ahmad Zaini*, A. F., Zainal, S. Z., Jamaludin, A., & Abu Bakar, N. A. (2026). Integrity And Benevolence Influences On Gen Z University Students’ E-Commerce Purchase Decisions. In Y. Naoyuki, A. Peng Hwa, & J. Matthes (Eds.), GLY-Upcoming Volume: Innovating Together: The Convergence of Management, Communication, and The Digital Transformation, vol -. European Proceedings of Social and Behavioural Sciences (pp. 0-0). European Publisher. https://doi.org/10.15405/epsbs.2026.09.46