Abstract:

With technological developments in recent years, changes have occurred in consumer purchasing behavior and a trend from traditional marketing to digital marketing. In particular, the most affected of this situation are consumers of the Z generation who are born in the digital age and more dependent on technology. The aim of the study in this context is to examine the purchase decision process of consumers in the Z-generation in digital markets. For this purpose, data was collected from 264 people through the online survey technique. The data has been applied with the PLS-SEM verifying factor analysis and road analysis. The results of the analysis first found that the scale provides the validity of harmony, proximity and separation and is a reliable scale. The road analysis found that the variables of detected value, information search, detected risk, general assessment and purchasing desire all together affected the intention of re-buy by about 49%. Also, the perceived value has a positive and meaningful impact on the search for information and overall evaluation, the overall evaluation on the purchasing desire and the purchasing desire also on the intention of re-buy.

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