Differences in Online Shopping Behaviors: A Comparison Across Gender and Age

Abstract

Many shoppers are now moving from traditional retail stores to online marketplace. Among these shoppers, three age groups are the most identifiable: Millennials, Generation X, and Baby Boomers. Yet Internet shopping has inherent risk: like any other form of shopping, online customers are engaging in risky behaviors through their entire purchase. In this study, I showed that Millennials show the strongest preference for Internet shopping out of the three generations. However, Millennial cohorts are less risky behaviorally than older generations.