Common traits in online shopping behavior: A study of different generational cohorts

Abstract

This study examines the online shopping behavior of the different generational cohorts (X, Y, and Z) to determine the differences and similarities in their behavioral patterns. The study's findings in the Malaysian context reveal that, irrespective of generational cohorts, key factors significantly influence online shopping behavior. Notably, information quality and source credibility play a pivotal role in enhancing information usefulness, highlighting consumers' strong emphasis on the credibility and quality of information sources when making online purchase decisions. Additionally, personalized services provided by online retailers positively influence consumers' habitual behavior, reduce their willingness to switch to other retailers, and encourage online purchases. This suggests that tailored services and products catering to individual needs foster repeat behavior and customer loyalty. Interestingly, generational cohorts appear to have little impact on consumer responses, indicating that, as online shopping becomes more prevalent, consumer behavior tends to align around common traits, such as valuing information quality and credibility, personalized services, and the formation of positive shopping habits.