{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,6]],"date-time":"2026-05-06T19:27:11Z","timestamp":1778095631429,"version":"3.51.4"},"reference-count":194,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T00:00:00Z","timestamp":1751328000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In an increasingly digitalized marketplace, understanding Generation Z\u2019s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z\u2019s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy.<\/jats:p>","DOI":"10.3390\/jtaer20030161","type":"journal-article","created":{"date-parts":[[2025,7,1]],"date-time":"2025-07-01T07:42:06Z","timestamp":1751355726000},"page":"161","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":8,"title":["Location-Based Moderation in Digital Marketing and E-Commerce: Understanding Gen Z\u2019s Online Buying Behavior for Emerging Tech Products"],"prefix":"10.3390","volume":"20","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3044-0440","authenticated-orcid":false,"given":"Dimitrios","family":"Theocharis","sequence":"first","affiliation":[{"name":"Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3319-5786","authenticated-orcid":false,"given":"Georgios","family":"Tsekouropoulos","sequence":"additional","affiliation":[{"name":"Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece"}]},{"given":"Greta","family":"Hoxha","sequence":"additional","affiliation":[{"name":"Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece"}]},{"given":"Ioanna","family":"Simeli","sequence":"additional","affiliation":[{"name":"Department of Organization Management, Marketing & Tourism, International Hellenic University, 57400 Thessaloniki, Greece"}]}],"member":"1968","published-online":{"date-parts":[[2025,7,1]]},"reference":[{"key":"ref_1","first-page":"100045","article-title":"A systematic literature review on the factors influencing e-commerce adoption in developing countries","volume":"8","author":"Hendricks","year":"2024","journal-title":"Data Inf. 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