Generational Differences in Online Shopping Behavior

Abstract

This paper examines the issue of generational differences in the online shopping behavior using a mixed-method research methodology including quantitative survey (n = 1,200) and qualitative interview (n = 40), as a research methodology. The study is based on the four generational groups, such as the Baby Boomers, Generation X, Millennials, and Generation Z, and the motivation and perception of trust, preferences on payment and loyalty. The statistical modeling was conducted on significant generational differences, with both the regression analysis and structural equation modeling; thematic analysis were also utilized to gain more information regarding the consumer perceptions and barriers. Findings show that younger generations (Millennials and Gen Z) are mostly being motivated by hedonic values, social media, and tech innovations like mobile wallets and AI-enabled personalisation. Conversely, older groups (Baby Boomers and Gen X) have greater utilitarian value, increased trust issues, and loyalty to platforms they have been using. The research also defines sustainability as a major motivator to the younger generation of customers and cost and convenience as a priority among the older generations. These results generalize theoretical models like Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT), which emphasize on the mediating processes of trust and social influence on the online shopping behavior among the age groups. Practical implications include the fact that e-commerce companies have to adopt generationally segmented strategy and strike a balance between innovation and security so that they can cater to heterogeneous consumer expectations. The research can fit into the body of consumer behavior, digital adoption, and marketing strategy studies and be of value to scholars, practitioners, and policymakers working in a more digitized market.