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

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.