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 the current study include 1031 undergraduate students. Of the total sample, 531 students are titled Gen Z and other 500 students are Gen Y, according to their date of birth. 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. In addition, we found that the mean score of men in terms of safety was statistically significantly higher than the mean score of women (t(993)=2.631; p=.009; Ƞ2= .16).