GENERATIONAL DIFFERENCES IN THE PERCEPTION OF E-COMMERCE ASPECTS: AN EMPIRICAL STUDY OF SLOVAK CONSUMERS
GENERATIONAL DIFFERENCES IN THE PERCEPTION OF E-COMMERCE ASPECTS: AN EMPIRICAL STUDY OF SLOVAK CONSUMERS

Summary/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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