The Difference between Women Generation Y and Z in E-Shopping During the COVID-19 Era
Subject Areas : Futurology
1 - Kambiz Heidarzadeh, Assoc. Prof. Dr.
Department of Business Management,
Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: E-Shopping, Hedonic Motivation, Perceived Usefulness, Mental Norms,
Abstract :
Bachground: The COVID-19 pandemic phenomenon has affected the course of people's lives, so that most people in this situation prefer e-shopping to in-person shopping. Objective: The present study aims at investigating the difference between women of both generations Y and Z in e-shopping during the COVID-19 era. Method: The research is applied in terms of purpose and is descriptive-survey and correlational in terms of the type of research method. In order to collect data, a questionnaire with a 5-point Likert scale was distributed among 400 female customers of e-shops (Digistyle, Shixon and Banimode) through convenience sampling method, of which 360 usable questionnaires was returned and tested by modeling structural equations and rejecting or confirming the hypotheses. Finding: The results indicated that the effect of all four variables (external mental norm, internal mental norm, hedonic motivation and perceived usefulness) is positive and significant on the purchase intention in both generations (Z and Y). Comparison of the results between the two generations supports the existence of differences in the effect of hedonic motivation on the intention to buy and reveals that the hedonic motivation of the generation Z compared to the generation Y has a stronger effect on the purchase intention.
