Authors :
Muhammad Syah Fibrika Ramadhan; Nisrina Anggi Syahputri
Volume/Issue :
Volume 5 - 2020, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/32SUc1T
DOI :
10.38124/IJISRT20AUG488
Abstract :
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.
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.
