Citation:

Maria-Theodora Folina, Emmanouil Stiakakis. "Redefining the Rules of Conducting E-Commerce by Generation Z" International Research Journal of Economics and Management Studies, Vol. 2, No. 2, pp. 72-80, 2023.

Abstract:

The purpose of this work is to point out the changes in the consumer behavior of Generation Z (Gen Z) during the last two years of the COVID-19 pandemic. It presents the results of a primary quantitative survey, in an attempt to identify the factors that have determined the new consumption habits, contributing in this way to the identification of trends and consumption patterns in e-commerce. The results of the research showed major changes in consumer behavior during the last two years since the COVID-19 outbreak. One of the most important findings is that Gen Z is looking for an additional social aspect to the online shopping process. The results of the research also highlighted the need for electronic sellers/retailers to redesign the content and function of their websites, as well as to increase their ability to be more dynamic and react faster and more effectively to the rapidly changing trends of the "new" market conditions, as they have been created during the COVID19 pandemic.

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Keywords:

COVID-19, e-commerce, Gen Ζ.