Abstract
Online shopping for goods and services has become more common as a result of the Internet's remarkable expansion and growth over the past few decades. The number of people purchasing online has increased significantly, both in terms of quantity and global internet retail sales. This study utilized qualitative methods specifically multiple case study to investigate the reasons behind Generation Z’s preference for internet shopping over conventional mall or market purchasing, characterize the challenges that they faced when making internet buying and the coping mechanism on how they address these difficulties. An interview is conducted with seven (7) grade 12 students. Various responses of participants were collected. Reasons, challenges and addressing difficulties by students were examined. The findings of this research revealed that practical benefits, comfort and accessibility, economic benefits, ease and efficiency are the reasons why generation Z loves online shopping rather than traditional purchasing. The students’ challenges in purchasing online are operational challenges, trust and security concerns, and satisfaction and expectation gaps. Support and guidance, proactive management, and personal growth are keys to addressing the challenges. The findings indicate a new conception of why generation Z loves online shopping. In keeping with this, the recipients might think about lowering their expectations, protecting personal information, checking internet connection, accepting responsibility of choices, asking customers for advice, and learning from mistakes.
