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The descriptive quantitative study is a combination of the context of business and psychology. It examined the perceived benefits of online shopping affecting the behavior of online millennial and Gen Z consumers. Particularly, the researchers also investigated the advantages of online buying including price, convenience, and product variety. 160 college students from St. Paul University Surigao participated in the study. An adopted survey questionnaire developed by Arora and Aggarwal (2018) was used to gather data. Mean & Standard Deviation, Frequency Count & Percent Distribution, and Analysis of Variance were the statistical tools utilized to analyze the collected data. In terms of product variety, millennials' and Gen Zs’ behavior while shopping online resulted in high levels of satisfaction. This implies that they are really pleased with the variety of products they purchased online. Millennials and Gen Zs are satisfied as well in terms of convenience and price. Thus, they are very likely to shop online because of these three benefits. It is therefore implied that with the easiness and convenience, affordable price, and variety of products online, millennial and Gen Z shoppers are enticed and attracted to shop more online as they are highly satisfied every time they do it. On the other hand, the participants’ age, residence, parents' income, kind of internet connection, and device used somewhat influenced their purchasing pleasure. Consumers may continue to buy online because there is a wide selection of products available, prices that are competitive and friendly to one's budget, and the fact that shopping online is handy. Customers who shop online can access online businesses and buy things using modern electronic devices. Since mobile data is less expensive, online shoppers may continue utilizing it to do online purchasing.
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