Empirical Categorization of Factors Affecting Online Consumer Behavior of Gen Z Regarding Newly Launched Technological Products and Moderating Impact of Perceived Risk

In previous years, studying consumer behavior was seen as important, but in today's fast-changing market, with rapid technological advancements, understanding consumer behavior can be a key factor in a product's success or failure. The aim of the current research was to investigate the factors that can influence the online consumer behavior of Generation Z, regarding technological products that have just been launched and are available to the public. To achieve this goal, a cross-sectional research study was conducted with a sample of 302 Generation Z consumers selected using convenience sampling and elements of systematic sampling. This research used a structured questionnaire with established measurement scales to explore different aspects of online consumer behavior. The questionnaire was based on variables identified from various consumer behavior theories and models. The results led to the identification of six groups of influencing factors on online consumer behavior, highlighting the importance of these factors in shaping online consumer behavior and showing the influence of perceived risk as a moderating factor. These findings provide a thorough understanding of the factors that influence online consumer behavior while simultaneously laying the foundation for the creation of targeted and differentiated marketing strategies.