Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19

Abstract: Date: 02.06.2021 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Avesta Aspitman (94/05/24) , Beata Valeria Karacsonyi (95/08/01), Dalia Uthman (97/01/07)                      Title: Changes in online shopping activities of Generation Z students - A qualitative study on online purchase intent and impulsivity during Covid-19 Tutor: Leanne Johnstone Keywords: Online purchase intent, Covid-19, Generation Z, Students, Impulsive shopping Research question:  How has Covid-19 impacted the online purchase intent of students at Mälardalen region of Sweden? Purpose: To examine how the impact of Covid-19 has affected the online      purchase intent of students of Mälardalen region in Sweden. Method: This study has an inductive approach with a qualitative data collection. Semi-structured interviews were held with nine students within the Mälardalen region and were conducted online through the communication tool ZOOM. A thematic analysis was conducted to analyze the collected primary data and with assistance of the literature review, four dimensions of the topic could be identified: financial, performance, time and psychological. Conclusion: Online purchasing during Covid-19 has increased and thus, affected the online purchasing intent of students in the same way. This is mainly due to restrictions and due to the pandemic and the consumer’s perception of the online retailers’ adaptation to it. Increased impulsivity due to Covid-19 cannot be concluded in this study and thus contradicts existing and recent literature that suggests impulsive shopping increases in crises. Instead, Generation Z students are more inclined to save their money and make strategic choices to purchase online.