Digital economy: The influence of generation Z’s experience on e-commerce platform

• Main Authors: Wong, Kah Kit, Wong, Wai Hong, Dhivyashini, Raman
• Format: Final Year Project / Dissertation / Thesis
• Published: 2024
• Subjects: HA Statistics; HB Economic Theory
• Online Access: http://eprints.utar.edu.my/507/1/Wong_Kah_Kit_2002722.pdf; http://eprints.utar.edu.my/507/

E-commerce is becoming more significant due to its convenience in this era of rapid digitalization. One of its largest consumers in Southeast Asia, especially in Malaysia, is Generation Z who are tech savvy and favor convenience. Because of this, user retention among Generation Z is very important for the survival and success of an e-commerce platform. One of its major factors contributing to its success is the degree of user experience of the ecommerce platform. Hence, this research intends to study the significance of factors influencing the user experience of e-commerce platforms. This research is carried out with a quantitative approach, using online surveys as a data collection method. Our findings indicate the significance between user experience and the relevant variables: i) user interface, ii) technological innovations, iii) communications infrastructure, iv) privacy. This research provides insights for future research and e-commerce platform developers to better understand the preferences of Gen Z users.