The aim of this study is to determine the tendency of X, Y and Z generations to shop online. In this study, we strove to determine whether there is a difference in the point of view of the generation to online shopping, which generation's motivation to shop online is higher, and the purchase action takes place. For this purpose, a survey was conducted with 463 participants and was tested in the SPSS 25 program. In testing; independent samples t test, one way ANOVA and chi square tests such as the test have been carried out. In addition, factor analysis was performed for 35 suggestions presented to the research participants and 8 factors emerged. With the averages of these 8 factors, the views of the participants were tried to be revealed. There is little research on which of the X,Y and Z generations is most shopping through e-commerce sites. Although it is not possible to obtain this information by the study, it was tried to determine the tendencies of shopping on the internet at least through the participants and the findings were presented. Thus, there has been a study comparing the attitudes of all three generations on purchasing online andand the contribution to the literature has been tried. The results show that the Z and Y generations generally tend to shop more over the Internet than the X generation and that the Z generation trend is slightly higher than the Y generation. According to these results, it can be said that the difference between generations is not as much as in developed countries.
X, Y and Z generation, internet marketing, consumer trends, marketing, consumer behavior
|Author :||Bora GÖKTAŞ|
|Number of pages:||403-429|