Consumer Behavior in Online Shopping: A Comparative Analysis of Generational Differences
DOI:
https://doi.org/10.36676/jrps.v15.i3.1454Keywords:
Consumer behavior, Online shopping, Generational differences, Millennials, Generation XAbstract
The consumer behavior in online shopping across different generations, focusing on Millennials, Generation X, and Baby Boomers. With the proliferation of e-commerce platforms, understanding how generational cohorts engage with online shopping is crucial for businesses aiming to effectively target and cater to diverse consumer preferences. Utilizing a quantitative research approach, this comparative analysis explores factors influencing online purchase decisions, including trust in online retailers, perceived risks, shopping motivations, and preferences for digital payment methods. variations in consumer behavior among generational cohorts. Millennials, characterized by their digital proficiency and preference for convenience, exhibit a higher propensity for online shopping and are more likely to embrace emerging technologies such as mobile commerce and social media influencers. In contrast, Generation X consumers prioritize product reviews and brand reputation when making online purchases, emphasizing trust and reliability in e-commerce transactions. Baby Boomers, while increasingly adopting online shopping for convenience, express concerns about data security and prefer traditional payment methods.
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