WEB EXPERIENCE AND ONLINE PURCHASE INTENT IN BABY BOOMERS, X, Y AND Z GENERATIONS

Abstract

E-commerce is increasingly assuming a preponderant role in a society connected with access to information and that values different purchasing solutions. Therefore, brands increasingly seek to identify trends, adapt processes, and enrich the shopping Experience, aiming to impact online consumer behavior and influence their buying behavior.
Although the process of buying online is already natural for a large part of society, others have recently started to adopt it, and it can be foreseen that in most cases, this trend will grow even more in the coming years.
The entire experience in the browsing process can have a direct impact on purchase decision. Therefore, and as each generation has its own differentiating characteristics, they can result in different stimuli, insecurities, and preferences in the online purchase process. For the realization of this work, Baby Boomers, X, Y and Z generations were considered.
Through theoretical analysis, it was identified that the categories and subcategories that constitute the Web Experience are:
1. Functionality (usability and interactivity)
2. Psychological (trust)
3. Contents (aesthetics and marketing mix)
After processing the questionnaire, it was found that the Usability and Aesthetics subcategories have the greatest impact differential in each generation, in relation to the Web Experience.
It was also concluded that the Aesthetics and Marketing Mix subcategories impact differently on the purchase intention.
Therefore, the entire online purchase process must be worked by brands, in the most targeted and valued way by their target, building a personalized and differentiating shopping Experience in which the customer perceives the added value that this process brings.