An examination of Z generation consumers' internet shopping in terms of planned behavior theory

Consumers are individuals who buy for personal consumption or to meet the collective needs of the family. Consumer behavior refers to how individuals decide to spend their available resources, such as time, money, effort, and consumption of different products. The concept of consumption includes what consumers buy, why they buy it, when they buy it, where they buy it, how often they buy it and how often they use it. People often feel uncomfortable in crowded environments. They also think that physical shopping is time consuming. Therefore, online shopping is a privilege as it saves time. Online shopping is where consumers buy goods, services, etc., directly from a seller over the internet without an intermediary service. is the purchasing process. Online stores are generally available around the clock, and many consumers have internet access both at work and at home. So it is very convenient to shop online. According to the theory of planned behavior, if individuals believe that important people in their lives will approve of a particular behavior, they are more likely to engage in that behavior. Perceived behavioral control refers to an individual's judgment about the ease or difficulty of participating in a particular behavior. Due to the tendency of the Z generation to online shopping, it is aimed to examine the online shopping of the Z generation consumers. The aim of the study is to examine the online shopping of Z generation consumers within the scope of planned behavior theory. The universe of the research is Z generation consumers and the sample is Z generation consumers living in Mersin. The data were collected by applying a face-to-face survey method to 524 people between 03.10.2022 and 07.11.2022 with the convenience sampling method, which is one of the non-random sampling methods. These data were evaluated using SPSS 20.0 (Statistical Package for Social Sciences) and AMOS 24.0 (Analysis of Moment Structures) package programs. In this research, consumer behavior, factors affecting consumer behavior, online buying reasons and planned behavior theory are studied. In the results of working; subjective norm, perceived behavioral control, and attitude towards online shopping; It has been determined that the intention to shop online and the attitude towards online shopping positively affect the online shopping behavior.