Purchase Intention of Millenials (Gen Y) and Gen Z towards Online Shopping : Investigating the Gen Y and Gen Z Africans living in Sweden

Abstract: Purpose: This research aims to test the identified factors that influence the online purchase intentions of millennial (Gen Y) and Gen Z Africans who reside in Sweden and to find out whether there are differences in the online purchase intention between the two generational cohorts. Research design: In order to fulfil the purpose of this study, an online questionnaire was distributed to Gen Y and Gen Z Africans living in Sweden. A total of 203 valid responses were collected through the convenience sampling and snowball sampling method. With the valid responses, the multiple linear regression and analysis of variance were conducted. Findings: The study has found enough evidence to prove that attitude, subjective norms, perceived behavioural control and green concern all have an influence on the online purchase intention of Gen Y and Gen Z Africans living in Sweden. However, the perceived risks is the only factor that does not have an influence on the online purchase intention of Gen Y and Gen Z Africans living in Sweden. Also, the study proves that there are no statistically significant differences in the attitude, subjective norms, perceived behavioural control, green concern and perceived risks of the two generations in question.