Impact of Digital Infrastructure and Emerging Market Strategies on Online Purchase Intention Among Generation Z: A Study on Innovation, Infrastructure, and Industry Development (SDG 9)

Abstract

Abstract—This study explores Generation Z's perceptions and responses to emerging market challenges, their social and environmental values, and the evolving gig economy, with a focus on the role of digital technologies, social media, and online platforms. Utilizing an online survey of 200 respondents aged 18-25, the research employs SPSS, reliability testing, t-tests, and Structural Equation Modeling (SEM) to analyze the data. The findings reveal that digital social media platforms significantly influence Generation Z's online purchasing behavior, highlighting the importance of these platforms in driving innovation and sustainable economic growth, in alignment with Sustainable Development Goal 9 (SDG-9). However, the influence of traditional media is waning, with newspapers showing particularly weak engagement metrics, underscoring the need for these platforms to innovate. While social media does not significantly impact purchase intentions, the stress associated with digital engagement is a notable factor, with implications for the design of resilient and inclusive digital infrastructures. This study offers recommendations for businesses, policymakers, and individuals to foster sustainable industrial practices that resonate with Generation Z's digital habits and values.