Online Shopping Behavior among Generation Z during COVID-19.

1.0 Introduction  

 online shopping behavior (2 to 3 lines)

 importance of online shopping during COVID-19 (5 to 10 lines)

 importance of understanding online shopping behavior among gen Z (5 to10 lines)

2.0 Literature Review

 Online shopping behavior (5 to 10 lines)

 Theoretical background and hypotheses development 

The Influences of Consumption Values on Online Shopping Behavior among Generation Z during
COVID-19 (Paraphrase the following red color content)

Values are defined as one’s judgments about what is important in life. Values tell people what is
good, beneficial, important, useful, beautiful, desirable, or appropriate. They answer the question of
why people do what they do. Values help people solve common human problems for survival.The
definition of a value was originally provided by Rokeach (1973) who described it as an enduring
belief that a specific mode of conduct or end-state existence is personally or socially preferable to
an opposite or converse mode of conduct or end-state of existence. According to Schwartz (1992),
values are the guiding principles in one’s life from a more abstract standpoint, and they affect one’s
views on many issues. In terms of social adaptation theory (Grant& Walker, 2015), values are a type
of social cognition that functions to facilitate adaptation to one’s environment.

Consumption values refer to subjective beliefs about desirable ways to attain personal values by
consuming items. People achieve personal values (or goals) through actions or activities, such as
social interaction, economic exchange, possession, and consumption (Moore et al., 2013). Sheth et
al. (1991) conceptualized a model to help comprehend how consumers make decisions in the
marketplace. They based their model on the principle that the choices consumers make are based
on their perceived values in relation to what the authors called “market choice,” and that the
perceived values contribute distinctively to specific choices. Because their model examines what the
product values are that attract consumers, it can be viewed as a way to understand the attitude
toward the product, making this a proactive way to understand product acceptance and adoption.
Consumers attach different values to products and product groups and this affects their motivation
to purchase. These values include the following: functional value, social value, emotional value,
epistemic value, and conditional value.

All consumption values influence consumers’ purchase behavior. People seek to satisfy their needs
and desires with modern possessions and view themselves as modern consumers because different
consumption values have been fulfilled. A decision may be influenced by any or all of the five
consumption values. Various disciplines (including economics, sociology, several branches of
psychology, and marketing and consumer behavior) have contributed theory and research relevant
to these values (Sheth, Newman, Gross, 1991).

Schwartz (1992) defines value as “a desirable trans-situational goal varying in importance, which
serves as a guiding principle in the life of a person or other social entity”. In other words, values are
fundamental orientations or guiding principleswhich serve as the basis for organizing an individual's
beliefs and attitudes, and guide to individual behavior (Jagers& Matti, 2010; Schwartz, 2012).

Individuals’ care about the natural environment reflects their values and has an effect on their
behavior (Soyez, 2012). Wang et al., (2013) mentioned value is considered as an important make-up
of relationship marketing. Customer value is the fundamental basis for all marketing activity as
mentioned by Plewa and Conduit, (2016)where “Marketing involves exchanges; exchanges depend
on customers’ value which is also the fundamental basis for all marketing activities” (Wang et al.,
2013).Nowadays, consumers’ purchases are mostly due to the perceived corporate,social and
environmental value rather than the superior economic value that they get from the firm purveying
a product, service or brand(Huang et al., 2014). Hence customers are value driven (Sweeny &
Soutar, 2001),then it is important for marketers to understand thecustomer-perceived value and
focus their attention onachieving market advantages(Shanker, 2012; Mackevičiūtė& Škudienė,
2013).

Perceived value can be defined as an overall evaluation of benefit a consumer receives from a
product or service based on the consumers’ review (Chi et al., 2011; Yusuf et al., 2013; Lai et al.,
2014).Green perceived value can be defined as “a consumer’s overall appraisal of the net benefit of
a product or service between what is received and what is given based on the consumer’s
environmental desires, upholding judgements and needs to make a product environmentally-
friendly” (Rizwan et al., 2013; Akbar et al., 2014).Perceived value is more important in today’s
society as companies can enhance consumer purchase intentions through product value (Steencamp
& Geyskens,2006; Karatu & Mat, 2015; Doszhanov& Ahmad, 2015).Product value can be seen in
product characteristics, product benefit and how prominent a product is. According to Chen &
Chang (2012), green perceived value positively affects green purchase intentions.Researchers have
widely identified the significant relationship between perceived value and green purchase intention
(Chen & Chang, 2012; Kong et al., 2014; Delghanan & Bakhshandeh, 2014; Liang & Chaipoopirutana,
2014; Rajput et al., 2014).

People seek to satisfy their needs and desires with modern possessions and view themselves as
modern consumers because different consumption values have been fulfilled. A decision may be
influenced by any or all of the five consumption values. Various disciplines (including economics,
sociology, several branches of psychology, and marketing and consumer behavior) have contributed
theory and research relevant to these values (Shethet al., 1991)
Online Shopping Behavior among Generation Z during COVID-19 (20 to 30 lines)
Functional Value and online shopping behavior among generation Z during COVID-19

Functional Value: (4 to 5 lines)

Hence it is hypothesized that;

H1: Functional value positively influences online shopping behavior among generation Z
during COVID-19
Social Value and online shopping behavior among generation Z during COVID-19

Social Value: (4 to 5 lines)

Hence it is hypothesized that;

H2: Social value positively influences online shopping behavior among generation Z
during COVID-19
Emotional Value and online shopping behavior among generation Z during COVID-19

Emotional Value: (4 to 5 lines)

Hence it is hypothesized that;

H3: Emotional value positively influences online shopping behavior among generation Z
during COVID-19
Epistemic Value and online shopping behavior among generation Z during COVID-19

Epistemic Value: (4 to 5 lines)

Hence it is hypothesized that;

H4: Epistemic value positively influences online shopping behavior among generation Z
during COVID-19
Conditional Value and online shopping behavior among generation Z during COVID-19

Conditional Value: (4 to 5 lines)

Hence it is hypothesized that;

H5: Conditional value positively influences online shopping behavior among generation
Z during COVID-19