Generational differences in the perception of e-commerce aspects: An empirical study of Slovak consumers
Vol. 18, No 4, 2025
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Štefan Kráľ
University of Prešov, Prešov, Slovakia E-mail: stefan.kral@unipo.sk ORCID 0000-0002-0584-3934
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Generational differences in the perception of e-commerce aspects: An empirical study of Slovak consumers |
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Lenka Kráľová
University of Prešov, Prešov, Slovakia E-mail: lenka.kralova@unipo.sk ORCID 0000-0001-5695-4047 Štefan Gavura
Technical University of Košice, Košice, Slovakia E-mail: stefan.gavura@tuke.sk ORCID 0000-0001-5969-5597 Radovan Bačík
University of Prešov, Prešov, Slovakia E-mail: radovan.bacik@unipo.sk ORCID 0000-0002-5780-3838 |
Abstract. In light of the growing importance of digital shopping platforms, the present study explores generational differences in the perception of key aspects of e-commerce among Slovak consumers, focusing on Generation Y and Generation C. The research investigates aspects perceived usefulness, perceived ease of use, subjective norms, attitude toward online shopping, perceived risk, and convenience. A quantitative survey method was employed, utilizing a structured questionnaire with 1,036 respondents. The results, analyzed using the Mann-Whitney U test, revealed statistically significant generational differences in three aspects: perceived usefulness, perceived risk, and convenience. Generation Y respondents showed stronger agreement regarding the usefulness and convenience of online shopping, while Generation C expressed greater awareness of associated risks. These findings contribute to a deeper understanding of consumer behavior in the digital environment and highlight the need for targeted marketing strategies that consider generational characteristics in e-commerce adoption and engagement. The study also offers a theoretical contribution by expanding existing knowledge in the area of consumer behavior and technology acceptance in the online shopping process. |
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Received: February, 2025 1st Revision: November, 2025 Accepted: December, 2025 |
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DOI: 10.14254/2071-789X.2025/18-4/6 |
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JEL Classification: M31, D12, L81, O33 |
Keywords: e-commerce, online shopping, generation differences, internet, consumer behavior |
