A Comparative Analysis of Generation Z and Generation Y's Decisions Towards Online Purchases

Abstract

The first generation to be digital natives is the millennial generation, commonly referred to as Gen Y (1980–1994). Generation Z (1995–2012), who became proficient with digital technology at an even younger age, followed behind them.

The study delves into the contrasting online shopping behaviors of Millennials (Gen Y, 1980–1994) and Generation Z (Gen Z, 1995–2012), leveraging Generational Cohort Theory (GCT) as its analytical framework. Researchers, academics, and marketers are still curious about how a particular generation acts, particularly when it comes to making purchases online. In this era of digitization, online shopping is one of the e-commerce instruments with the fastest growth. It has made one-click purchasing quick and easy while offering clients a variety of options and a large selection of products from a network of sellers.

In contrast to Generation Y (Gen Y), Generation Z (Gen Z) prefers quick, easy online purchasing and strongly depends on social media, peer evaluations, and influencer viewpoints.

The paper aims to study and analyse the consumer behaviour of Gen Y and Gen Z towards online shopping.