The Impact of Online Information and Reviews on Purchase Decisions Among Millennials and Generation Z: A Study of E-Commerce Behavior

Authors

  • Cindy Aurora Bina Nusantara University

DOI:

https://doi.org/10.53748/jmis.v3i2.60

Keywords:

E-commerce, Millennials, Generation Z, Online Reviews, Product Information, Purchase Decisions, SmartPLS, Consumer Behavior

Abstract

Purposes - This research aims to examine the influence of accurate online information, customer reviews, and influencer endorsements on the purchasing decisions of Millennials and Generation Z. The study focuses on understanding how these factors contribute to consumer behavior in the e-commerce sector, particularly in the decision-making processes of younger digital natives. Methodology - A quantitative research approach was utilized, gathering survey data from 54 respondents within the Millennial and Generation Z demographics. The study applied structural equation modeling (SEM) using SmartPLS 4 to test hypotheses regarding the relationship between product information accuracy, reviews, and purchase decisions. Findings - The findings indicated that while there is a positive relationship between the accuracy of product information, customer reviews, and purchase decisions, this influence was not statistically significant. The p-value obtained through bootstrapping was 0.148, and the t-statistic was 1.446, both falling short of the thresholds for statistical significance. Novelty - This study challenges existing assumptions in the literature that product information accuracy and online reviews play a decisive role in e-commerce purchasing decisions. The results suggest that these factors alone may not be sufficient to influence consumer behavior among Millennials and Generation Z, indicating the need for further exploration of additional variables.Research Implications - The research implies that businesses focusing solely on providing accurate product information and fostering credible reviews may not fully address the drivers of purchase decisions for younger consumers. Future studies should explore other factors, such as emotional brand connections, personalized marketing, and the impact of social media engagement, to better understand consumer behavior in online environments.

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References

Khafidatul, I., & Indra, K. (2020). Product Reviews and Consumer Trust in E-commerce. Journal of Management, 6(1), 31-42.

Mujiyana, M., & Elissa, I. (2013). Factors Influencing Online Shopping Decisions. J@Ti Undip: Journal of Industrial Engineering, 8(3), 143-152.

Octaviani, M., & Sudrajat, A. (2016). E-commerce and Consumer Behavior. Journal of Marketing, 25(4), 30-45.

Simamora, B. (2003). Pricing Strategies in E-commerce. Ekonomia, 7(1), 55-70.

Suharman, H. (2019). The Impact of Technology on E-commerce Decisions. Journal of Online Business, 12(2), 65-78.

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Published

31-08-2023

How to Cite

Cindy Aurora. (2023). The Impact of Online Information and Reviews on Purchase Decisions Among Millennials and Generation Z: A Study of E-Commerce Behavior. Journal of Multidisciplinary Issues, 3(2), 49–52. https://doi.org/10.53748/jmis.v3i2.60

Issue

Vol. 3 No. 2 (2023): Journal of Multidisciplinary Issues (JMIS) 

Section

Articles

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Copyright (c) 2023 Journal of Multidisciplinary Issues

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