BEHAVIOR OF THE MILLENNIAL GENERATION IN THE USE OF E-COMMERCE IN THE AGE OF DIGITAL

Penulis

  • Nabila Arra Putriani

Kata Kunci:

behaviour, e-commerce, digital age, milennial generation

Abstrak

The millennial generation, born between the early 1980s and mid-1990s, exhibits distinct behaviors in the realm of e-commerce in the age of digital. With their inherent familiarity and reliance on technology, millennials have readily embraced online shopping and reshaped the way businesses operate. Their behavior reflects a preference for convenience, efficiency, and personalized experiences. Millennials actively engage in product research and price comparison across various platforms before making a purchase. They value user-generated reviews and recommendations, seeking social proof before trusting a brand or product. Mobile devices are integral to their e-commerce experience, as they frequently use smartphones for browsing, shopping, and even making payments. Millennials also prioritize sustainability and ethical practices, often favoring brands that align with their values. They appreciate seamless and user-friendly interfaces, quick delivery options, and hassle-free return processes. Overall, the millennial generation has significantly influenced the e-commerce landscape, encouraging businesses to adapt and meet their evolving expectations.

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2023-07-17