Examining the Relationship between Digital Literacy Levels and Online Purchase Intentions of Generation X, Y, and Z Consumers

Purpose: This study aimed to determine consumers’ digital literacy levels, whether their digital literacy levels had an effect on their online purchasing behaviour, and whether their digital literacy levels varied with their demographic characteristics. Few studies in the marketing literature have investigated the concept of digital literacy, which has become an important issue for consumer behaviour. Material and Method: In this study, in which quantitative research methods were used, data were collected from 627 consumers through online survey method. The conceptual model of the study was tested using structural equation modeling. Findings: This study found statistically significantly differences between the generations’ digital literacy levels and online purchasing intentions. Results: Especially for online communication, it is recommended to develop applications and content that will attract and use consumers with different digital literacy levels.