Articles

A Comparative Study on the Buying Behaviour of Generation Z and Millennials

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This study explores generational differences in consumer behaviour by comparing Generation Z (Gen Z) and Millennials in the Indian context. Using a quantitative research design, data was collected from 60 respondents (25 Gen Z and 35 Millennials) through a structured questionnaire administrated via Google Forms. The study tested five hypotheses concentrating on brand loyalty, social media influence, price sensitivity, product preferences and demographic influences. Statistical analyses including independent samples t-tests, chi-square tests, ANOVA, and regression were performed using SPSS. Results revealed no statistically significant differences between the two generations across the examined factors, although descriptive statistics suggested marginal tendencies, such as Gen Z showing slightly higher price sensitivity and responsiveness to discounts. The findings suggest that while subtle variations exist, both generations demonstrate broadly similar buying behaviours in the digital marketplace. The study contributes to generational consumer research and offers practical insights for marketers to design inclusive strategies that address the shared preferences of these cohorts.

The Effect of Fear of Missing Out on Buying and Post-Purchasing Behaviour toward Indonesia’s Generation Z Online Shoppers (Case study: E-Commerce Indonesia)

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Some things related to a person’s behaviour and preferences will be linked to his behaviour as a consumer. Technological improvements in this era, such as the internet and social media spread, have become an addiction and formed an understanding that social life is needed. However, unfortunately, what is produced on social media does not all have good results. One of them is the phenomenon of FoMO or Fear of Missing Out. This study aims to get a picture of Consumer Buying and Post-Purchase Behaviour, which in this case is Generation Z shoppers on E-Commerce, as the impact of the FoMO phenomenon. This study uses 14 variables in it, namely social self-efficacy, consumer susceptibility to interpersonal influence, social media addiction, social media self-control failure, novelty seeking, self-esteem, FoMO, the theory of planned behaviour, purchase intention, buying behaviour, and post-purchasing behaviour.  The methodology is quantitative research, with the analysis method used being PLS-SEM with SmartPLS 4.0. Data analysis shows that all indicators and variables are valid and reliable. The prediction accuracy of the existing models is also good. Based on the survey data, most respondents feel that FoMO has affected their lives, with a score of 5-6 on a Likert scale of 6, indicating a high effect. Also, based on the analyzed data from questionnaire responses, four paths have the most substantial influence, buying behaviour towards post-purchasing behaviour, fear of missing out on subjective norms, purchase intention on buying behavior, and consumer susceptibility to interpersonal influence on FoMO.