Electronic shopping application benefits and customers’ acquisition decision of Generation Z in the Province of Laguna

This recent research examined usage of shopping apps online and their impacts on purchasing decisions amongst Laguna Province’s Generation Z. A quantitative-descriptive research design was employed to collect data from 200 respondents using four-point Likert-scale questionnaire from the researchers supplemented by secondary data such as articles, journals, and thesis. Quota sampling was employed to ensure coverage across contrasting gender and age profiles, and data analysis included frequency and percentage distribution, weighted mean, ANOVA test, and Pearson correlation. Results showed that respondents averaged between 13–17 years (43%) and had close to equal numbers of females (51%) and males (49%). Respondents largely supported use of online shopping applications as convenient (M = 3.05), helpful (M = 3.12), and somewhat trustworthy (M = 2.87). Decisions to purchase showed strong agreement at initial consideration (M = 3.27) and agreement at active evaluation (M = 3.12) and point of purchase (M = 3.12). ANOVA results suggested no difference in use of applications and decisions to buy when averaged by age and sex. Pearson correlation showed strong positive correlations with trustworthiness having highest correlation at point of purchase (r = .697, p < .001). It determines that use and ease of use influence early decision stages, although trustworthiness is most crucial in final purchasing decisions.