Comparing The In-Store Use Of Smartphones Between Shoppers Of Generations X-Y-Z

Abstract

This research aims to contribute to digital shopper marketing and omnichannel themes, by analyzing if the generations X (also called "13th generation"), Generation Y (also called "Millennials") and Generation Z (also called "Centennials") have different behaviors on the use of smartphones during their shopping journeys in bricks-and-mortar retail stores. For that purpose, an empirical quantitative study was conducted, via an online questionnaire. The questionnaire was applied to a sample of 913 individuals, corresponding to 27% of generation X, 44% from generation Y, and 29% from generation Z. There were found some differences between those generations regarding the actions made with the help of smartphones during the visit to the physical store. The main differences were found on the actions: checking for prices online on competitor websites; checking for prices online on the physical store own website; asking for advice with the help of the smartphone, showing pictures of products to store employees and on the use of smartphones to search online for coupons or discounts.

Assessing Antecedents of Behavioral Intention to Use Mobile Technologies in E-Commerce

“…By researching the generational and gender differences regarding behavioral intent, we found a significant influence on the two variables that determined behavioral intention (attitude towards using and intention to use). Several studies have shown that Generation Z and male respondents are the most inclined segments towards m-commerce use (H4 hypothesis) [20,30,[53][54][55][56][57]88,89]. Similarly to Ngubelanga and Duffett [30] and Kim et al [90], we consider that Generation Z is the most innovative category of consumers by age, being dependent on mobile devices, which they use continuously.…”

“…Regarding the generational approach of studies on m-commerce consumer experience, various studies focused on Generation Z, known as Millennials, or Generation Y [30,[53][54][55][56], with relatively few studies investigating intergenerational effects on m-commerce consumer experience [57].…”