Identifying Generational Differences in the Influence of Digital Self-Efficacy, Attitudes Toward Digital Devices, and Online Shopping Intentions : A Comparative Study of Active Seniors and Generation Z

This study explores generational differences in the influence of digital self-efficacy, attitudes toward digital devices, and online shopping intentions, focusing on active seniors and Generation Z within the online shopping environment. It examines whether the influence of digital self-efficacy affects attitudes toward digital devices differently across generations, and whether digital self-efficacy and digital device attitudes influence online shopping intentions differently in each group. Data was collected through an online survey conducted from May 16 to May 29, 2024 resulting in a total of 450 responses (250 active seniors and 200 participants from Generation Z). Data analysis methods included: frequency analysis, descriptive statistics, exploratory factor analysis, reliability analysis, t-test, and logistic regression. The results of this study indicate the following: Firstly, for both generations digital self-efficacy had a positive effect on attitudes toward digital devices, with a stronger influence observed in Generation Z participants. Secondly, digital self-efficacy among the active seniors had a significantly positive effect on their intention to recommend online shopping, while in Generation Z participants, it significantly influenced their intention to explore and engage in online shopping. In addition, digital device attitudes positively impacted recommendation intentions in both generations, again with a more pronounced effect among the Generation Z group. In conclusion, this study demonstrates that there are differences between generations in relation to their online shopping intentions, shaped by psychological factors.