Online Consumer Behavior and Web Design Strategies for Generation X and Y:A Study of Thailand's E-Commerce Market

Abstract

The research aimed to investigate the online shopping behavior of Generation X and Generation Y consumers., analyze the trends in online marketing websites targeted at Generation X and Generation Y consumers, and propose design guidelines for online marketing websites to the preferences and behaviors of Generation X and Generation Y consumers. A quantitative research approach was conducted to collect data randomly from a sample of 400 participants representing Generation X and Generation Y consumers in the Bangkok region. The research findings revealed substantial similarities in the online shopping behavior of both generations. These similarities included factors such as the timing of purchases, mobile device usage for shopping, frequency of online engagement and transactions, preferred social media platforms and applications for online shopping, expenditure patterns, product categories purchased online, preferred payment methods, as well as shared perceptions of interfering and facilitating factors in online shopping. Nevertheless, the distinctions of the two generations were in their perspectives concerning the importance of online purchases and the preferred online purchasing channels. In addition, the study identified design principles for e-commerce websites for Generation X and Generation Y consumers as following: white background with black font, an user-friendly search system facilitating ease of use and delivering precise, timely execution of purchase orders, robust security system, product return and refund function, detailed product descriptions, ability to tailor the interface to align with the diverse needs and preferences of the users, and user reviews. As a result, the research contributes to a deeper understanding of the distinctive online shopping behaviors and expectations of Generation X and Generation Y consumers, enabling e-commerce businesses to design their strategies and website effectively for these consumer segments.