Resumen

PASTRANA CASTILLO, Priscila Gabriela; BOJORQUEZ GUERRERO, Lorena Patricia  y  ROBLES CASILLAS, Fernando. Generational differences in online consumer behavior in the city of Aguascalientes. Trascender contab. gest. [online]. 2023, vol.8, n.23, pp.53-83.  Epub 08-Dic-2023. ISSN 2448-6388.  https://doi.org/10.36791/tcg.v8i23.212.

The primary objective of this quantitative study was to provide a comprehensive depiction of online consumer behavior, with a particular focus on comparing three distinct generational cohorts: Baby Boomers, Generation X, and Millennials. The investigation was conducted within the confines of Aguascalientes, Mexico.

It emphasized the importance for small and medium- sized enterprises (SMEs) to understand intergenerational purchasing behavior in order to tailor advertising campaigns, sales strategies, and online sales channels to generational market segments.

To facilitate the data collection process, a meticulously structured questionnaire, comprising two distinct sections: The primary aim is to determine the profile of the respondent, while the secondary aim is to investigate online consumer behavior across multiple dimensions, encompassing purchasing habits, purchase motivators, purchasing platforms, acquired products, purchase intentions, and consumer satisfaction, was employed. The sample size encompassed 384 participants, of whom 166 abstained from engaging in online purchases. Consequently, the remaining 218 respondents, who had executed at least one online transaction, were deemed as valid subjects suitable for evaluating online consumer behavior.

The findings underscore the fact that all three generational groups display a proclivity towards selecting specific dates and domestic online platforms for their purchasing activities. Millennials, owing to their heightened comprehension of the digital landscape, demonstrate a more pronounced inclination towards this medium. Remarkably, notable variations between the cohorts were observed across all facets examined, as each generation experienced distinct levels of exposure to technology throughout different life stages.

Palabras llave : generations; online shopping; consumer behavior.

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