Attitudes of Y and Z Generations Towards Online Shopping

Abstract

Marketing environments have been transforming because of the revolutionary changes witnessed chiefly in technology. Specifically, Internet-driven technologies affect marketing conditions as well as consumer profiles. Hence, a good understanding of Internet-based shopping patterns and differentiated, tech-savvy consumer generations is a necessity for business organizations for sustainable success, especially in marketing. This study aims to explore whether the attitudes of generations Y and Z towards online shopping differ according to the sub-dimensions of e-TAM. Participants of this study include 1031 undergraduate students. 531 students are titled Gen Z and others Gen Y, according to their date of birth. An independent sample t-test and regression analysis are performed to compare the attitudes of generations. The findings indicate that generations Y and Z have similar attitudes towards online shopping but their reasons for using online shopping differ. Also, there is a significant difference in scores for males and females in terms of security.