FACTORS INFLUENCING GENERATION Z CONSUMERS' LOYALTY TOWARDS E-MARKETPLACE PURCHASES OF APPAREL AND ACCESSORIES: A STUDY IN CENTRAL THAILAND

Abstract

     This research investigates the loyalty level of Generation Z consumers in the central region of Thailand towards purchasing apparel and accessories through E-Marketplace channels. The study aims to achieve three specific objectives: (1) to compare loyalty levels among different demographic groups, (2) to examine the impact of technology acceptance factors on loyalty, and (3) to investigate the influence of electronic service quality factors on loyalty. The sample comprised 400 Generation Z consumers who had made purchases of apparel and accessories through E-Marketplace channels. Data analysis involved descriptive statistics, T-tests, one-way analysis of variance, and multiple linear regression. The findings indicate that demographic characteristics play a role in influencing loyalty levels, with variations observed among different groups. Furthermore, perceived ease of use, attitude towards use, and risk perception emerged as significant factors influencing loyalty towards E-Marketplace purchases of clothing and accessories by Generation Z consumers in the central region. Additionally, performance factors such as system availability, compliance, privacy, responsiveness, and compensation were identified as significant factors influencing loyalty in the context of E-Marketplace purchases of apparel and accessories by Generation Z consumers.

Based on these findings, businesses should carefully consider these factors when developing marketing strategies for E-Marketplace channels, aiming to enhance loyalty and customer satisfaction among Generation Z consumers.