A Qualitative Study on Generation Z's Online Shopping Search Behavior Based on Consumer Mindset

This study explores Generation Z consumers&quot online fashion shopping mindsets, categorized into abstract-concrete and deliberative-implemental aspects, and examines how these mindsets influence search behaviors. Fourteen Generation Z consumers participated in in-depth interviews with the analysis of the data revealing distinct differences based on the abstract-concrete mindset. It was found that consumers with a concrete mindset, having specific purchase plans, actively used text searches. Deliberative consumers further refined searches with filters and recommendations, often comparing products before purchasing and conducting final price comparisons. Consumers involved in high fashion preferred filters, while less interested consumers relied on visual recommendations. Consumers with an implemental mindset aimed for efficiency, using specific keywords to avoid irrelevant results and quickly purchasing suitable products, while those with an abstract mindset, having no specific plan, began by browsing categories or recommended styles. When considering purchases, consumers with a deliberative mindset used text searches and filters, similar to concrete deliberative consumers. Implemental consumers responded well to site marketing, seeking efficient searches to make quick purchases and embracing site-provided information. In conclusion, Generation Z&quots mindsets significantly affect their online fashion shopping behaviors, with concrete mindsets leading to focused searches and abstract mindsets relying on site information and recommendations.