Roohi Taj
Commerce
June 2024
In order to better understand customer behavior and e-commerce platform adoption, this study compares and contrasts the experiences of Generation Z and Millennials. Through an analysis of critical variables such technical comfort level, e-commerce behaviors, product research and purchase inclinations, and trust in digital transactions, the study reveals clear trends and parallels between the two groups. This study explains how generational traits affect customer decisions in the digital marketplace with a mixed-methods approach that includes surveys and behavioral data analysis. According to research, Generation Z is more likely to rely on online channels for shopping due to factors including ease, social influence, and technical integration, whereas Millennials appear to be shifting towards digital consumption more gradually. For companies looking to customize tactics that align with changing consumer tastes across various generational cohorts in the e-commerce space, knowing these dynamics is essential.
96- 109
© Airo Journals 2021
