Millennials vs. Baby Boomers, ¿a qué generación le ha influido más el efecto de la pandemia por Covid-19? Factores que determinan su comportamiento de compra online

Zusammenfassung

The expansion of e-commerce is a tangible reality that hasbeen strengthened by Covid-19 sanitary crisis. This paper identifieswhich factors influence online consumer behavior, analyzing at thesame time the effect of this pandemic on ecommerce adoption. Inaddition, we analyze whether there are generational differencesbetween online consumers. Our results show that the factors thatinfluence online consumer behavior are related to the product, theconsumer, the Internet as a sales channel and the website.Furthermore, we conclude that the current pandemic has led to asignificant increase in online purchases. Finally, after observing theinfluence of the generation on online purchase behavior, weconclude that there are differences between Millennials and BabyBoomers, with the former being more likely to purchase onlinemainly due to their greater comfort with new payment methods.Additionally, a very similar effect of the pandemic is observed in bothage groups. Lastly, future research could explore whether there aredifferences in the factors that influence online consumer behaviourfor different product categories.