Impulsive Buying Behavior of China's Generation Z in Online and Offline Shopping: A Comparative Analysis of Motivation, Contexts, and Decision-making Process

Research Article
Open access

Impulsive Buying Behavior of China's Generation Z in Online and Offline Shopping: A Comparative Analysis of Motivation, Contexts, and Decision-making Process

Jingjing Liu 1*
  • 1 Beijing Normal University-Hong Kong Baptist University    
  • *corresponding author s230031457@mail.uic.edu.cn
AEMPS Vol.189
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-179-2
ISBN (Online): 978-1-80590-180-8

Abstract

Generation Z in China is increasingly becoming a prominent consumer segment, characterized by unique shopping behaviors. Marketers aiming to properly target this group must have a thorough awareness of the psychological and environmental factors driving their impulsive buying habits. This study investigates the impulsive purchasing behavior of Chinese Generation Z in online and offline shopping contexts, focusing on the roles of shopping motivation, shopping situations, and decision-making processes. Statistical methods including regression and variance analysis were used to investigate the correlations between 406 survey participants' responses and impulsive purchase behavior. The results reveal that shopping motivation, shopping situations, and decision-making processes all significantly and positively influence impulsive buying behavior. Additionally, differences in impulsive buying behavior were observed across various demographic groups, including age, gender, city type, and income level. These findings provide valuable insights for marketers aiming to tailor strategies to effectively engage Generation Z consumers in both online and offline shopping environments.

Keywords:

Generation Z, Impulsive Buying, Online Shopping, Offline Shopping, Shopping Motivation

Liu,J. (2025). Impulsive Buying Behavior of China's Generation Z in Online and Offline Shopping: A Comparative Analysis of Motivation, Contexts, and Decision-making Process. Advances in Economics, Management and Political Sciences,189,40-47.
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References

[1]. Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058

[2]. Ghosh, M. (2024). Meta-analytic review of online purchase intention: Conceptualising the study variables. Cogent Business & Management, 11(1), 2296686. https://doi.org/10.1080/23311975.2023.2296686

[3]. Wang, Y., Lu, H., & Wang, D. (2020). Buy or not: how the presence of others affects the occurrence of consumers' impulsive buying behavior. Journal of Contemporary Marketing Science, 3(2), 207-224. https://doi.org/10.1108/JCMARS-01-2020-0002

[4]. Guo, B., & Wang, D. (2024). Will online shopping lead to more brand loyalty than offline shopping? The role of uncertainty avoidance. Journal of Marketing Research, 61(1), 92-109. https://doi.org/10.1177/00222437231153075

[5]. Nam, H., & Kannan, P. K. (2020). Digital environment in global markets: Cross-cultural implications for evolving customer journeys. Journal of International Marketing, 28(1), 28-47. https://doi.org/10.1177/1069031X19898767

[6]. Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of marketing, 73(6), 1-17. https://doi.org/10.1509/jmkg.73.6.1

[7]. Prashar, S., Parsad, C., Tata, S. V., & Sahay, V. (2015). Impulsive buying structure in retailing: an interpretive Structural modeling approach. Journal of Marketing Analytics, 3(4), 215-233. https://doi.org/10.1057/jma.2015.17

[8]. Preethi, D. M. N., & Shah, N. (2022). Review on impulsive consumer buying behaviour related to online and offline store. International Journal of Early Childhood, 1(1), 2308-2316. https://doi.org/10.9756/INT-JECSE

[9]. Hardesty, D. M., & Bearden, W. O. (2009). Consumer Behavior and Retailing. Journal of Retailing, 85(3), 239-244. https://doi.org/10.1016/j.jretai.2009.07.002

Cite this article

Liu,J. (2025). Impulsive Buying Behavior of China's Generation Z in Online and Offline Shopping: A Comparative Analysis of Motivation, Contexts, and Decision-making Process. Advances in Economics, Management and Political Sciences,189,40-47.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: The 3rd International Conference on Management Research and Economic Development

ISBN：978-1-80590-179-2(Print) / 978-1-80590-180-8(Online)
Editor：Canh Thien Dang
Conference website: https://2025.icmred.org/
Conference date: 30 May 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.189
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers' expectations of interactions in smart retailing: A future agenda. Computers in human behavior, 77, 374-381. https://doi.org/10.1016/j.chb.2017.01.058

[2]. Ghosh, M. (2024). Meta-analytic review of online purchase intention: Conceptualising the study variables. Cogent Business & Management, 11(1), 2296686. https://doi.org/10.1080/23311975.2023.2296686

[3]. Wang, Y., Lu, H., & Wang, D. (2020). Buy or not: how the presence of others affects the occurrence of consumers' impulsive buying behavior. Journal of Contemporary Marketing Science, 3(2), 207-224. https://doi.org/10.1108/JCMARS-01-2020-0002

[4]. Guo, B., & Wang, D. (2024). Will online shopping lead to more brand loyalty than offline shopping? The role of uncertainty avoidance. Journal of Marketing Research, 61(1), 92-109. https://doi.org/10.1177/00222437231153075

[5]. Nam, H., & Kannan, P. K. (2020). Digital environment in global markets: Cross-cultural implications for evolving customer journeys. Journal of International Marketing, 28(1), 28-47. https://doi.org/10.1177/1069031X19898767

[6]. Chandon, P., Hutchinson, J. W., Bradlow, E. T., & Young, S. H. (2009). Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase. Journal of marketing, 73(6), 1-17. https://doi.org/10.1509/jmkg.73.6.1

[7]. Prashar, S., Parsad, C., Tata, S. V., & Sahay, V. (2015). Impulsive buying structure in retailing: an interpretive Structural modeling approach. Journal of Marketing Analytics, 3(4), 215-233. https://doi.org/10.1057/jma.2015.17

[8]. Preethi, D. M. N., & Shah, N. (2022). Review on impulsive consumer buying behaviour related to online and offline store. International Journal of Early Childhood, 1(1), 2308-2316. https://doi.org/10.9756/INT-JECSE

[9]. Hardesty, D. M., & Bearden, W. O. (2009). Consumer Behavior and Retailing. Journal of Retailing, 85(3), 239-244. https://doi.org/10.1016/j.jretai.2009.07.002

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