DOI: https://doi.org/10.36719/2789-6919/54/116-119
Nazrin Safaraliyeva
Azerbaijan State University of Economics
Master’s student
https://orcid.org/0009-0005-0962-3911
nazrinsafaraliyeva03@gmail.com
Psychological and Sociological Drivers of Generational Differences
in Online Shopping
Abstract
The growing prominence of online shopping has significantly impacted consumer behavior, with different generations demonstrating varied patterns and preferences. These generational differences can be attributed to psychological and sociological factors that influence shopping behaviors.
From a psychological perspective, generational differences in online shopping stem from varying levels of trust, comfort with technology, and digital literacy. Younger generations, such as Millennials and Generation Z, are often more tech-savvy and comfortable navigating e-commerce platforms, which influences their greater frequency of online shopping. In contrast, older generations, including Baby Boomers and Generation X, may approach online shopping with more caution, particularly due to concerns about privacy, security, and the lack of physical interaction. Furthermore, younger consumers are more inclined to engage in impulsive purchasing behavior, driven by the ease of access and frequent online promotions, while older generations may exhibit more deliberate purchasing decisions, valuing detailed product information and customer reviews.
On the sociological level, generational differences in online shopping can be linked to cultural shifts, social influences, and changes in lifestyle. Younger generations, often raised in an era of constant connectivity, view online shopping as an integral part of their social and cultural lives. Social media plays a crucial role in shaping the buying behaviors of Millennials and Gen Z, as they are more likely to make purchases based on influencer recommendations and peer reviews. In contrast, older generations tend to have a stronger attachment to traditional shopping experiences, influenced by social norms and values around in-person interactions and tactile product experiences.
Keywords: intergenerational, online, psychological, social, technology, consumer, creative, impulsive