As a result of the internet comes into our lives fast around the world, the shopping habits of individuals' have started to change. Technological developments bring forth the idea of the continuous change. This paper is focused on online consumer behavior between Gen Ys, Gen Xs and baby boomers. The importance of this study is to analyze and make evident of the reasons behind online shopping between different generations. Since the online shopping activities are increasing nowadays, it is necessary to understand the leading reasons behind individuals' online shopping activities in order to develop better choices for consumers in a competitive market.
The paper builds on the relevant literature and it examines the consumer behavior of individuals by questionnaires. Furthermore, the hedonic and utilitarian motivational functions and their sub-dimensions will be measured in order to understand the online consumer behavior. To reach those objectives, non-random/ convenience sampling method is applied in Izmir to 384 sample sizes to identify all aspects of the online shopping and impact on consumer behavior. The data results obtained revealed in the paper to support the research questions.
It is determined that there are significant levels of hedonic and utilitarian motivations on online shopping between generations. The differences are particularly observed between Gen Ys and baby boomers within the scope of utilitarian and between Gen Ys and older generations (Gen Xs and baby boomers) within the scope of hedonic motivations.
As a result of the evaluations according to questionnaire, the results show that marketers need to focus on marketing campaigns to Gen Xs and baby boomers about utilitarian motivations. Beside this, they should concentrate on more hedonic motivations for Gen Ys and develop new marketing strategies.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- Chapter 1: Introduction
- Chapter 2: Literature Review
- Chapter 3: Methodology
- Chapter 4: Results and Discussion
- Chapter 5: Conclusion (Excluded per instructions)
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis analyzes online consumer behavior across different generations (Gen Y, Gen X, and Baby Boomers) in Izmir, Turkey. It aims to understand the motivations behind online shopping choices among these groups and to identify significant differences in their online shopping behaviors. The study uses questionnaires to measure hedonic and utilitarian motivational functions impacting online purchasing decisions.
- Online consumer behavior across generations
- Hedonic and utilitarian motivations in online shopping
- Differences in online shopping behavior between Gen Y, Gen X, and Baby Boomers
- Implications for marketing strategies targeting different generations
- The role of convenience sampling in online consumer behavior research
Zusammenfassung der Kapitel (Chapter Summaries)
Abstract: This master's thesis investigates online consumer behavior among Gen Y, Gen X, and Baby Boomers, analyzing the underlying hedonic and utilitarian motivations driving their online shopping choices. A convenience sample of 384 individuals in Izmir, Turkey, participated in a questionnaire-based study. The findings reveal significant differences in hedonic and utilitarian motivations across generations, with notable distinctions observed between Gen Y and older generations regarding both types of motivation. The study concludes with implications for targeted marketing strategies.
Chapter 1: Introduction: This chapter introduces the study's focus on analyzing the evolving nature of online shopping behavior across different generations (Gen Y, Gen X, and Baby Boomers). It highlights the increasing importance of understanding consumer motivations in the context of a competitive online marketplace and sets the stage for the research questions and objectives that will guide the study. The chapter emphasizes the significance of investigating the differences in online shopping habits among various generational cohorts and the potential impact of these differences on marketing strategies.
Chapter 2: Literature Review: This chapter provides a comprehensive review of existing literature on online consumer behavior, focusing on the theoretical frameworks of hedonic and utilitarian motivations. It examines previous research on generational differences in shopping preferences and habits, analyzing how factors such as technological proficiency, cultural background, and individual values may influence online purchasing decisions. The chapter lays the groundwork for the study by establishing a theoretical basis for understanding the complexities of online consumer behavior across different generations.
Chapter 3: Methodology: This chapter details the research methodology employed in the study, including the research design, sampling techniques, data collection methods, and data analysis procedures. It describes the use of a convenience sampling method to collect data from 384 participants in Izmir, Turkey, and justifies this approach within the context of the study's objectives. The chapter explains the development and administration of the questionnaire used to measure hedonic and utilitarian motivations related to online shopping. The methods employed for statistical analysis of the collected data are clearly outlined, ensuring the transparency and reproducibility of the research findings.
Chapter 4: Results and Discussion: This chapter presents the findings of the study, analyzing the results of the questionnaire data. It discusses the observed differences in hedonic and utilitarian motivations among Gen Y, Gen X, and Baby Boomers in relation to online shopping. The chapter explores the statistical significance of these differences and offers interpretations of the observed patterns, relating the findings back to the theoretical framework established in the literature review. Specific examples of generational differences in online shopping behavior are provided and discussed, shedding light on the implications of the findings for marketing and business practices.
Schlüsselwörter (Keywords)
Online Shopping, Online Consumer Behavior, Gen Y, Gen X, Baby Boomer, Hedonic Motivation, Utilitarian Motivation, Convenience Sampling
FAQ: Analysis of Online Consumer Behavior Across Generations
What is the main topic of this thesis?
This master's thesis analyzes online consumer behavior across different generations (Gen Y, Gen X, and Baby Boomers) in Izmir, Turkey. It focuses on understanding the motivations behind online shopping choices among these groups and identifying significant differences in their online shopping behaviors.
What are the key themes explored in the thesis?
The key themes include online consumer behavior across generations, hedonic and utilitarian motivations in online shopping, differences in online shopping behavior between Gen Y, Gen X, and Baby Boomers, implications for marketing strategies targeting different generations, and the role of convenience sampling in online consumer behavior research.
What methodology was used in this research?
The study employed a questionnaire-based approach using a convenience sample of 384 individuals in Izmir, Turkey. The questionnaire measured hedonic and utilitarian motivational functions impacting online purchasing decisions. The chapter details the research design, sampling techniques, data collection methods, and data analysis procedures used.
What were the key findings of the study?
The findings reveal significant differences in hedonic and utilitarian motivations across generations, with notable distinctions observed between Gen Y and older generations regarding both types of motivation. Specific examples of generational differences in online shopping behavior are provided and discussed.
What are the implications of the findings?
The study concludes with implications for targeted marketing strategies, highlighting the need to tailor marketing approaches to the specific motivations and behaviors of each generation.
What is the structure of the thesis?
The thesis includes an abstract, an introduction, a literature review, a methodology chapter, a results and discussion chapter, and a conclusion (excluded from this preview). A table of contents is provided in the preview.
What keywords are associated with this research?
Keywords include Online Shopping, Online Consumer Behavior, Gen Y, Gen X, Baby Boomer, Hedonic Motivation, Utilitarian Motivation, and Convenience Sampling.
What is the scope of the study's sample?
The study used a convenience sample of 384 individuals in Izmir, Turkey.
What theoretical frameworks are used in the study?
The study utilizes the theoretical frameworks of hedonic and utilitarian motivations to understand online consumer behavior.
Where can I find the full thesis?
This is a preview of the thesis. The full text is not included here. Information on obtaining the complete thesis would need to be provided by the publishing company.
- Quote paper
- Mert Aktan (Author), 2019, An Analysis of Online Consumer Behavior Between Different Generations, Munich, GRIN Verlag, https://www.grin.com/document/509843
