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

Behav Sci (Basel) · 2025 · PMC11939291 · PMID 40150266

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marginally significantno p-value reported

Furthermore, it seems that perceived risk has a marginally significant negative direct effect on overall consumer behavior ( Table 10 ). 3.4.2.

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highly significantno p-value reported

Therefore, understanding the characteristics and factors that shape and influence Generation Z’s consumer behavior is a highly significant area of research.

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