Psychographic segmentation of Generation Z consumers: Utilitarian and hedonic motivation across Shopee and TikTok Shop

This study examines psychographic diversity among Generation Z consumers within Indonesia's e-commerce ecosystem, focusing on behavioral patterns across traditional marketplaces and social commerce platforms. Despite marketing literature commonly treating Generation Z as a homogeneous demographic group, this study identifies distinct psychographic segments, along with their corresponding shopping motivations and behavioral tendencies. Data were collected from 210 respondents via structured online surveys that measured psychographic characteristics using an expanded Activities, Interests, and Opinions framework, recruited through purposive and snowball sampling among Generation Z individuals with active accounts on Shopee or TikTok Shop. Three psychographic segments were identified: Passive Disengaged Consumers, Rational Value Seekers, and Digital-Native Enthusiasts, each exhibiting notably different shopping motivations, with hedonic motivation showing the strongest influence. Psychographic characteristics proved reliable predictors of both utilitarian and hedonic motivations, with hedonic motivation yielding considerably stronger correlations. Behavioral analysis revealed that utilitarian motivation predicted higher expenditure per transaction, whereas hedonic motivation anticipated longer browsing duration. Contrary to initial expectations, platform type did not significantly moderate the relationship between psychographic characteristics and shopping motivations, suggesting individual differences carry greater weight than platform-specific features. These findings contribute to understanding Generation Z consumer diversity and offer actionable guidance for developing segment-specific e-commerce marketing strategies.

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