Generation Z in Hong Kong: Simple While Multi-tasking

Zhan, Melannie

doi:10.1108/978-1-80043-220-820201006

Cited by 2 publications

(2 citation statements)

References 3 publications

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“…The impact of unsatisfying shopping experiences on young consumers is fatal. About 40% of Hong Kong young consumers reported that they would not revisit a retail shop if they had an unsatisfying shopping experience (Zhan, 2020). Young consumers often switch from one shop to another, as there are plenty of shops offering similar products in the same district (Tofugear, 2018).…”

Section: Shopping Experience and Consumer Satisfactionmentioning

confidence: 99%

“…Respondents reported peer influence in consumption and engaged in a high level of social comparison of consumption with friends (Chan, 2010). Buying new products that are popular among peers or recommended by friends is common among young consumers (Zhan, 2020). They are also keen to shop for gifts for friends (Cardoso and Pinto, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

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Attributes of young adults’ favorite retail shops: a qualitative study

Chan

2022

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Purpose The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies. Design/methodology/approach A qualitative study using personal interviews was designed. A convenience sample of 24 young adults from 20 to 22 years of age was asked to take photos, showing the exterior and interior of their favorite shop in Hong Kong. They were interviewed face to face to explain why they like these shops. Other information about the shopping context, including frequency of visits and whether shopping alone or with friends, was collected. Findings The favorite shops of young adults are clothing retailers and stores for snacks. Attributes of favorite shops include stylish product design, variety of choices, cozy physical environment, technology-assisted shopping process and customer-friendly return policy. Young adults seek taste and artistic presentation in consumption. Self-expression and social communication of consumption play a major role in retail brand love. Research limitations/implications The sample size of this study was small and may not be generalizable to populations of different socioeconomic status. A quantitative survey can be conducted to further examine the topic. Practical implications This study deepens the understanding of how young adults perceive product, store and process attributes of shops that are related to retail brand love. Tangible qualities such as product and physical space played a more important role than intangible attributes such as friendly frontline or sales staff. The results imply that retailers need to pay attention to a shop’s product offering, interior design, as well as develop a seamless integration of online and offline shopping processes to engage customers. Originality/value There are very few studies of young consumers and retail brand love using qualitative methods. This study contributes to a deeper understanding of young consumers’ perception of the retail stores that they love in the digitalized retail landscape.

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Section: Shopping Experience and Consumer Satisfactionmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%