Buying Behavior of Generation Z in E-Commerce Comparison Of Purchasing Habits in E-Commerce of Generations X Y Z

Abstract:The purpose of this research is to examine the purchasing tendency of Generation Z, which is the subject of modern marketing, in digital commerce and to investigate the purchasing attitudes of Generations X, Y, and Z. Since research on the effects of e-commerce, which provides employment for thousands of people, on people's shopping habits plays an important role in the development of the supply chain, research on generations is important. Quantitative research method was used in this research. Frequency and percentages of the data obtained in the research were taken, and the differences of Generations X, Y, and Z according to demographic variables were examined with One Way Anova and Anowa tests. SPSS 25 program was used to evaluate the research results. According to the research results, the majority of the participants in the survey shop with their mobile phones. Generation Z, who said "Sometimes I can't stop my desire to buy", "wants to buy beautiful things and does not give up buying beautiful things. Generation Z is a generation with hedonic consumption characteristics that enjoy purchasing.