How does Technological Dependence Affect Consumer Shopping Behavior among Baby Boomers, Millennials, and Digital Natives?

Authors : Muhammad Syah Fibrika Ramadhan; Nisrina Anggi Syahputri

Volume/Issue : Volume 5 - 2020, Issue 8 - August

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DOI : 10.38124/IJISRT20AUG488

As the technology develop rapidly, people’s life is more convenient in many aspects. For instance, technology is facilitating the way people shop. In this day and age, people does not need to go to market to buy things they want as they can get it by online shopping. This way is certainly saving the time, the money as well because they do not need to pay the transportation cost. However, with the assistances that technology offered, not all people are overly dependent on technology. Some of them, mostly baby boomers gen, tend to life the old-fashioned way. This research aims to find out the difference among three generations, including baby boomers, millennials, and digital natives in their dependence on technology and how it affects their shopping behavior including the shopping objective, shopping frequency, deciding online or offline, shopping hour as well as brand choice. This study investigated about 138 persons, consisted of 30 (22%) baby boomers, 34 (25%) millennials, and 74 (53%) digital natives. The data were collected using the questionnaire consisted of 29 questions related to daily interaction to technology and shopping behavior. Oneway ANOVA was used to analyze the data. The result shows that among baby boomers, millennials, and digital natives have different responses of their technological dependence relating to shopping behavior. However, there is no significant difference among three generations. Each generation have different trait of shopping. Thus, the marketer should to know what kind of generation of their target in order to give the appropriate marketing.

Keywords : Baby boomers, Digital natives, Millennials, Shopping behavior, Technological dependence.


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31 - July - 2022

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