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Published in
Academic Frontiers
Product Cost Versus Quality: Analyzing Generation Z's Online Purchase Decisions in the E-Commerce Marketplace
ACADEMIC FRONTIERS Multidisciplinary e-Publication, 2(1), 1-11, ISSN: 3082-4400, 2026.
Recommended Citation:
Cabral, G. R. A., Magtalas, A. D., Guevarra, A. B., Aznar, M. N. V., Oraño, M. G., Ybera, G. C., Arena, K. C. I., Espedes, M. F. A., Kantar, A. H. U., Mapa, A. B., Motol, A. M. D., Ogalesco, C. L., Tapasao, J. D., Tolentino, J. S., & Aquino, R. D. (2026). Product Cost Versus Quality: Analyzing Generation Z's Online Purchase Decisions in the E-Commerce Marketplace. ACADEMIC FRONTIERS Multidisciplinary e-Publication, 2(1), 1–11. https://doi.org/10.5281/zenodo.18290223
Author(s)
Cabral et al.
Abstract
The rapid growth of e-commerce has transformed consumer decision-making processes, particularly among Generation Z, a digitally native cohort characterized by high technological engagement and value-conscious consumption. This study examines how Generation Z balances product cost and perceived quality when making online purchasing decisions within the e-commerce marketplace. Employing a qualitative descriptive research design, the study gathered data through semi-structured interviews with fifty (50) Generation Z students from Eulogio “Amang” Rodriguez Institute of Science and Technology (EARIST) who have prior experience with online shopping. Data were analyzed using thematic analysis to identify patterns across the stages of the consumer decision-making process, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. Findings reveal that Generation Z does not equate low price with poor quality nor high price with superiority; instead, purchasing decisions are driven by perceived value, trust, and social validation. Online reviews, ratings, seller credibility, influencer content, and platform features serve as critical quality cues that mitigate perceived risk. While affordability and promotions enhance purchase intention, respondents demonstrate a willingness to pay premium prices when quality, durability, and functional performance justify the cost. Post-purchase evaluations further reinforce a cyclical decision-making process, wherein satisfaction or dissatisfaction influences future purchasing behavior and digital word-of-mouth engagement. Overall, the study highlights Generation Z as analytical, value-driven, and quality-conscious consumers who strategically navigate cost–quality trade-offs in online environments. The findings offer practical implications for e-commerce platforms and digital marketers in designing transparent, value-oriented, and trust-enhancing strategies aligned with Generation Z preferences.
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