Behavioural Differences of Generation Y and Z Groups in Online Shopping

The advancement of the internet and technology has helped to shift offline establishments to online, resulting in an increase in online shopping. Age has been demonstrated to influence users' acceptance of online buying and consumers' propensity to shop. This study investigates consumer purchase motivations, with an emphasis on utilitarian and hedonistic impulses, particularly among Generation Y and Z customers. The study employed Logistic Regression models to evaluate online shopping behaviour and determine the key elements influencing purchasing decisions. The study collected data using Google Forms, with 212 respondents. The results showed that Gen Y consumers have utilitarian motive behaviour with the characteristics of full rational consideration in making purchasing decisions on quality, service, and price, such as the ease of product information, like discount prices, and are wise in using technology, while Gen Z has hedonic motive behaviour with the characteristics of shopping for fun and entertainment, value reviews and ratings, very high dependence on technology, speed and convenience. The internet is widely used for shopping, with fashion products being the most popular online. This study focuses on the differences in buying behaviour between Generation Y and Z, highlighting the necessity of understanding customer motivations and perceived dangers when shopping online. As a result, despite certain similarities, their internet shopping habits are diverse.