Authors: Briones, Maureen Eunice C., Dela Cruz, Aigrette Lei Y., Nadal, Denz Patrick F., and Collado, Anna Liza E.

Issue: 2020-2021

Abstract:

The study is about the assessment the buying behavior of the Millennials/Generation Y and Generation Z toward e-commerce business when demographics and social environment is considered (generation, gender, location, social class, and family composition). A Quantitative research design was used to study the data needed for this study. Kruskal-Wallis H Test and Mann-Whitney U Test were used to determine if there is a significant difference between each generation’s buying behavior toward E-Commerce when demographics and social environment are considered. Dunn-Bonferonni was used as the post-hoc test. A significant differences was  found in in the overall Buying Behavior of the respondents in terms of their demographic profile; in the complex buying behavior of the respondents in terms of gender; in the Dissonance-reducing Behavior, Variety-seeking Behavior, and in overall Buying Behavior of the respondents in terms of social class.

Keywords: buying behavior, e-commerce, generation