Factor influencing generation z’s buying behavior in c2c online markets in Malaysia

The purpose of this study is to identify the factors that Generation Z consider while making purchases in the consumer-to-consumer internet market. where an increasing number of individuals are using websites like eBay, Airbnb, and Etsy to trade anything from vintage collectibles to short-runs, prompting researchers, economists, and business strategists to focus on the features of C2C online markets. The objective of this literature review is to provide a complete study of the body of knowledge that currently exists in the complicated topic of C2C online markets for generation Z. This study looks at how generation Z in Malaysia makes online purchasing decisions in the online C2C sector and how factors like ease, eWOM, promotion, and trust affect those decisions. An online survey targeting Malaysia's Generation Z was conducted, and 390 respondents provided data, which was gathered via convenience sampling. The information was analysed using SPSS with the goal of determining the test's reliability, the normalcy test, and whether it has a strong correlation with the subject of the study. The study found a strong correlation between Gen Z purchasing behaviour in Malaysian C2C online marketplaces and promotions. Higher sample numbers, a combination of quantitative and qualitative methods, and a deeper comprehension of the underlying phenomena should all be considered in future study. Marketers are more adept at devising their strategies and possess a more profound comprehension of the purchasing intent of the market. Marketers can examine this data more thoroughly to gain insight into the fundamental phenomena of consumer behaviour in direct-to-consumer internet marketplaces.