Silver Generation and Native Generation Z: A Study on Intra-generational Differentiation of Consumption Intention under the Differences in Social Media Usage
DOI:
https://doi.org/10.63808/pcm.v2i2.331Keywords:
intra-generational differentiation, consumption intention, social media usage, silver generation, Generation ZAbstract
In this study, generation-based differences in consumption intentions are examined among consumers belonging to the Silver Generation (55-70 years old) and the Native Generation Z (18-25 years old). Using the extended Theory of Planned Behavior (TPB) approach in the context of social commerce and integrated TPB-TAM framework for purchase intention in an online environment, a cross-sectional survey was conducted among 280 participants. Based on the results of k-means clustering analysis, three types of consumers were identified among members of the Silver Generation: Digital Adopters, Selective Users, and Digital Observers. In the same way, three consumer types were identified among the Native Generation Z consumers: Social Commerce Enthusiasts, Content Creators, and Passive Consumers. Results of the multiple regression analysis demonstrated that social media usage had a significant impact on consumption intentions (β=0.38, p<0.001, R2=0.31). Also, based on bootstrap mediation analysis, it was found that the role of social influence accounted for 22% of the total impact (indirect effect=0.19, 95% CI [0.11, 0.28]). In addition, digital literacy moderated the relationship between usage and intention only among members of the Silver Generation (β=0.22, p=0.016).
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