FROM BOOMERS TO MILLENNIALS: UNRAVELING THE COMPLEXITIES OF ONLINE SHOPPING BEHAVIOR IN INDONESIA

Abstract

This study examines the intricate dynamics of utilitarian browsing, hedonic browsing, electronic word of mouth (e-WOM), e-satisfaction, and e-loyalty across three generational cohorts –Millennials, Gen X, and Baby Boomers – in Indonesian online marketplaces. The research addresses the need to understand how different age groups engage with online platforms amidst technological advancements and emerging generational cohorts. A quantitative approach is employed to systematically investigate these phenomena. Data from a structured online survey of 962 respondents are analyzed using descriptive statistics, ANOVA, and correlation analysis. The majority of respondents (50.5%) belong to the Millennial generation, followed by Generation X (31.2%) and Baby Boomers (16.2%).The findings reveal significant differences in utilitarian browsing (F = 11.222, p < 0.001), hedonic browsing (F = 6.338, p = 0.002), e-WOM (F = 3.488, p = 0.031), e-satisfaction (F = 6.239, p = 0.002), and e-loyalty (F = 9.298, p < 0.001) across different generational groups. Notably, Millennials and Gen X exhibit higher levels of utilitarian and hedonic browsing, e-satisfaction, and e-loyalty compared to Baby Boomers, while e-WOM engagement remains consistent across all cohorts. These findings provide valuable insights for businesses operating in the Indonesian online marketplace, guiding targeted marketing strategies, enhancing user experiences, and fostering customer loyalty. The research emphasizes the importance of aligning marketing approaches with the distinct preferences and behaviors of different generational segments. Furthermore, it suggests avenues for future research, including exploring additional demographic variables and conducting longitudinal studies to track evolving consumer dynamics.