Individual, demographic, and external factors affecting online consumption behaviour of youth in Hong Kong

Digital consumption is one of the electronic commerce which has been becoming a mounting and unavoidable behaviour for modern people nowadays by the technology and internet diffusion and advancing online payment technology. As there are significant differences between generational groups thus researching the intergenerational influence is crucial to understanding consumer behaviour (Kol and Lissitsa, 2019) and youth is one of the majority consumers of online consumption, there are necessary to analyze the factors influencing the online shopping behaviours of youth in Hong Kong. The objectives of this study are to identify individual, demographic, and external factors that affect youths’ online consumption behaviour and understand how these factors affect youths’ online consumption behaviour in Hong Kong. A questionnaire of quantitative research with the snowball sampling method is used to research 201 of 18-30 years of emerging adulthood in Hong Kong. In the result, the conscientiousness of the big five personality traits had a low positive significant relationship to online consumption behaviours. Income and online consumption expenses had a medium significant positive relationship. Moreover, Consumers are concerned about the value of convenience, security, visual and information quality of websites and celebrity marketing affecting the online consumption behaviours and attracting the attention of consumers. Online retailers, platforms and marketers can base on the findings and suggestions from the research result to adjust their marketing operations.