Age Matters: Contrasting Online Consumer Behavior Across Generations in Indonesia
Description
In the context of Indonesian online markets, this study uses a quantitative methodology to methodically examine the intricate relationships between utilitarian browsing, hedonic browsing, electronic word-of-mouth (eWOM), e-satisfaction, and e-loyalty. The study makes use of purposive sample approaches and focuses on active consumers of online marketplaces. 962 respondents are given access to an organized online survey that asks questions on their demographics, internet surfing habits, participation in eWOM, e-satisfaction, and e-loyalty. The survey is pre-tested to make sure it is relevant and clear before going live. Three endogenous variables—eWOM, e-satisfaction, and e-loyalty—as well as two exogenous variables—utilitarian and hedonic browsing—are examined in this study. Statistical analysis of data is done through the use of SPSS 29 and Smart PLS software. Structural Equation Modeling (SEM) is used to examine the complex interactions between the variables, while descriptive statistics are used to investigate the sample demographics and important variables. To gain a deeper understanding of the complex relationships inside the model, mediation analyses are carried out. In keeping with the ethical guidelines for research involving human subjects, informed permission, anonymity, and confidentiality for all participants are given top priority. This study is noteworthy because it has the ability to offer insightful information to companies that operate in the Indonesian online market. This information can help with the creation of more focused marketing campaigns, improved client interactions, and the promotion of e-loyalty. In order to evaluate any potential variations in the reactions of Millennials, Gen X, and Baby Boomers across the factors under investigation, the study also includes a comparison analysis of these groups.