Researching the attitudes and concerns of X, Y and Z generation consumers regarding electronic commerce: The example of Elazig province

The main purpose of this research is to determine the attitudes and anxiety levels of the X, Y and Z generation consumers towards e-commerce and to determine whether the attitudes and anxiety levels towards e-commerce differ in terms of the demographic characteristics of the generations. The population of the research residing in Elazığ who were born in 1965-1979, 1980-1999 and after 2000. The sample consists of 400 randomly selected participants representing the universe. The data obtained by the survey method were analyzed with the SPSS-22 program. In the analysis of data; descriptive statistics, reliability (cronbach alpha) analysis, Independent t-test and one-way analysis of variance (Anova) methods were used. In this study, it was found that there were differences between the attitudes of X generation consumers towards e-commerce and their monthly income, their use of credit cards in internet shopping and frequency of internet shopping, but there was no difference in terms of gender of the same group of consumers. While it was concluded that there were differences between the attitudes of Y generation consumers towards e-commerce and credit card usage in internet shopping, but no difference was found in terms of gender, monthly income and frequency of internet shopping. Another result is that while it was determined that there was a difference between the attitudes of Z generation consumers towards e-commerce and their gender, however, there were no differences in terms of credit card usage in internet shopping, frequency of internet shopping and monthly income status. On the other hand, in the research, no statistically significant differences were found between the X, Y and Z generation consumers' e-commerce attitude scale scores due to the education level, working status, internet usage time and the device connected to the internet. According to the other results of the research, it was found that there were differences between X generation consumers' concerns about e-commerce and monthly income, credit card usage in internet shopping and frequency of internet shopping, but no difference was found related to education levels. While it was found that there was a difference between the concerns of Y generation consumers about e-commerce and credit card usage in internet shopping, however, no difference was observed in terms of education levels, monthly income and frequency of internet shopping. According to another result of the study, while there was a difference between the concerns of Z generation consumers about e-commerce and their education level, on the other hand no differences were observed due to credit card usage in internet shopping, frequency of internet shopping and monthly income status. In the study, it was also observed that there were no differences in X, Y and Z generation consumers' concerns about gender, employment status, daily internet usage time, and the device used while connecting to the internet. Besides, in the study, it was found that the e-commerce attitude levels of Y and Z generation consumers were higher than X generation consumers, and when their concerns about e-commerce were evaluated, it was determined that the concern of X generation consumers was higher than the concern of Y and Z generation consumers.