Exploratory Tendencies in Online Buying Behaviour Among Gen X and Gen Y Consumers in Bengaluru: A Comparative Study

Abstract

This study examines the impact of digital literacy and social media on the online shopping behaviour of X & Y Generation consumers in Bengaluru. Significant differences and influencing factors were determined using correlation and ANOVA analyses. The correlation between social media influence and purchase frequency for Generation X was moderate (r = 0.447, p < 0.01), while a higher correlation was found for Generation Y (r = 0.763), p < 0.01). These findings indicate that the impact of social media from Generation Y on their online purchase decisions compared to Generation X. The ANOVA results also revealed significant differences in online shopping frequency between the groups in each generation. The mean F-value in Generation X was 36.533 (p < 0.01), while a higher F-value of 87.191 (p < 0.01) was observed in Generation Y, indicating a more pronounced change in millennials' purchase behaviour. Furthermore, the impact of digital literacy on online shopping behaviour was examined. For the Generation X, digital literacy explained 7.4% of the variance in purchase frequency (R2 = 0.074, F = 14.158, p < 0.01). In contrast, in Generation Y, digital literacy accounted for only 1.3% of the variance (R2 = 0.013, F = 13.158, p < 0.01), indicating a low but highly significant effect. Overall, the study highlights the important role of social media and digital literacy in shaping online shopping behaviour, with notable generational differences. These insights suggest relevance to marketing targeted strategies for businesses aimed at better engaging and converting Generation X and Generation Y consumers.