An Analysis of Online Consumer Behavior Between Different Generations

Inhaltsverzeichnis (Table of Contents)

• ABSTRACT
• ÖZET
• 1. Introduction
• 2. Literature Review
• 2.1. Consumer Behaviour
• 2.2. Consumer Behavior in the Online Environment
• 2.3. Generation Gaps in the Online Shopping
• 2.3.1. Baby Boomer Generation
• 2.3.2. Generation X
• 2.3.3. Generation Y
• 2.4. Hedonic and Utilitarian Motivations
• 2.4.1. Hedonic Shopping Motivation
• 2.4.2. Utilitarian Shopping Motivation
• 3. Research Methodology
• 3.1. Research Design
• 3.2. Data Collection
• 3.3. Population and Sample
• 3.4. Data Analysis
• 4. Findings
• 4.1. Descriptive Findings
• 4.1.1. Demographic Findings
• 4.1.2. Online Shopping Habits
• 4.2. Motivational Findings
• 4.2.1. Hedonic Motivation Findings
• 4.2.2. Utilitarian Motivation Findings
• 5. Discussion and Conclusion
• 6. Recommendations
• References

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study focuses on the online consumer behavior of three generations: Gen Y, Gen X, and Baby Boomers. The main objective is to analyze the motivations behind online shopping activities among these generations. It aims to identify and understand the reasons why individuals from different generations engage in online shopping, considering both hedonic and utilitarian motivations. The study investigates the differences in online shopping behavior across generations to understand the factors that influence their choices in a competitive market.

• Online consumer behavior across generations
• Motivations behind online shopping
• Differences in online shopping behavior among Gen Y, Gen X, and Baby Boomers
• Hedonic and utilitarian motivations in online shopping
• Impact of generation gaps on online shopping habits

Zusammenfassung der Kapitel (Chapter Summaries)

• 1. Introduction: This chapter introduces the research topic, highlighting the increasing prevalence of online shopping and the importance of understanding consumer behavior across generations. It sets the context for the study and outlines the research objectives.
• 2. Literature Review: This chapter provides a comprehensive review of existing literature on consumer behavior, online consumer behavior, generation gaps in online shopping, and the concepts of hedonic and utilitarian motivations. It explores relevant theories and previous research findings to establish a foundation for the current study.
• 3. Research Methodology: This chapter details the research design, data collection methods, population and sample, and data analysis techniques used in the study. It provides a clear description of the research approach to ensure transparency and replicability.
• 4. Findings: This chapter presents the results of the study, covering both descriptive findings related to demographic characteristics and online shopping habits, as well as motivational findings related to hedonic and utilitarian motivations.

Schlüsselwörter (Keywords)

The study centers on the analysis of online consumer behavior, particularly the differences between Gen Y, Gen X, and Baby Boomers. Key themes include online shopping, consumer behavior, generation gaps, hedonic motivation, utilitarian motivation, and convenience sampling. The research aims to uncover the reasons behind online shopping choices, emphasizing the motivational factors that drive individuals' behavior in different generations.