Özet:

Intergenerational differences are one of the factors that take into account in their marketing decisions and practices. The X and Y generations of consumers with different characteristics in terms of technology use capabilities, purchasing motivations, and decision-making methods are also expected to differentiate online shopping behavior. Some research in literature supports these expectations, while some research has indicated that there is no difference. The purpose of this research is to explain this contradiction in current research findings from the perspective of inter-generational interaction within the family. In this context, the differences in the attitudes, intentions and behaviors of the X and Y generations towards online shopping have been studied taking into account the interactions of these generations with the Z generations known as the technology indigenous within the family. When the data collected through the survey of 189 consumers was analyzed, when X-generation consumers were interacting with the Z-generation, the online purchasing behavior and intentions changed in a positive direction and the Y-generation appeared to be similar to the consumers. The findings have shown that the Z-generation consumers in the family can change their parents’ preferences, specifically the point of purchase, to the benefit of online retailers. On the other hand, it is understood that the change in the attitudes of interaction with the Z generation towards online shopping is limited to the strengthening of the perception of economic benefits.

Anahtar Kelimeler: