Genişletilmiş-teknoloji kabul modeli kapsamında Y ve Z kuşaklarının çevrimiçi alışverişe yönelik tutumlarının karşılaştırılması

Marketing environments of goods and services in the recent decades have been formed as a result of the fast and constant changes in technology and have been transformed with the impact of diversified consumer profile. Rapidly developing Internet-based technologies affect both marketing conditions and potential consumer masses. Accordingly, business organizations struggle to keep up with changes intending to increase profitability, maintain and improve their existence in the marketing environments. Therefore, business organizations are supposed to be ready for such changes with their strategies including innovation in goods and services, market segmentation, and other proper marketing strategies. Especially good understanding of Internet-based shopping patterns and differentiated, tech-savvy generations of consumer is necessary for business organizations in having sustainable success in the marketing terms. This study aims to explore whether the attitudes of generations Y and Z towards online shopping differ or not regarding sub-dimensions of e-TAM. Participants of this study includes 1030 students studying at Anadolu University and Eskisehir Technical University. 549 students belong to generation Z, while 481 students belong to generation Y. To compare attitudes of generations Y and Z towards online shopping, independent sample t-test and regression analysis are performed. Overall results show that there is not a difference in attitudes of generations Y and Z towards online shopping, but, the factors, which affect online shopping preferences of generations Y and Z, differ. Keywords: Generations, Online shopping, Extended-Technology Acceptance Model