Review on the Consumer Behavior of the Generation Y

The characteristic of each generations make it vary from others, these would lead to different online buying behavior of the generations. As UTAR students nowadays mostly are generation Y which is the powerful determinant of online buying behavior and it is the biggest proportion to buying online (Dhanapal, Vashu, & Subramaniam, 2015). Generation Y is the consumer that born between year 1980 and 1999. Their age in year 2018 is fall between 19 and 38 years old. The most interesting and significant characteristic of Generation Y is that they are technology- savvy (Ang, Leong & Lee, 2009; Kumar & Lim, 2008; Martin, 2005) and highly dependent on complex technology (Evelyn, Eva & Robin, 2011).

Generation Y is a heavy user of the Internet, willing to accept new technologies and has the ability to establish and sustain close relationships with others via the Internet (Kumar & Lim, 2008; Syrett & Lammiman, 2004). Another significant characteristic of Generation Y is its high purchasing power compared with other generations (Ang et al., 2009; Farris et al., 2002) and eagerness to participate in online purchasing.

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As if the Gen Y prefer online purchase yet Gen Y consumer would affected by few factors which is perceived risk, problem that related with trust and perceived ease of use as well. Kim, Lee & Kim (2004) mentioned consumers’ search at online store does not lead to a complete purchase or transaction of their actual needs.

According to Moshref et al. (2012) before purchasing a product or service on the internet, consumer predicts different factors that will affect online consumer buying behavior such as perceived risk, trust, and perceived ease of use.

Iconaru et al. (2013) stated, in online shopping a perceived risk appears from when customers feel uncertainty and fear of financial loss, poor product quality, non-delivery concerns, the breaching of trust and misusing of personal information. Many researchers argued that online shopping perceived risk that had negatively impacted consumer’s behavior while purchasing on the internet (Martin and Camarero, 2009; Liu et al. 2013; Mieres et al. 2006), reduced the consumer’s intention to purchase online other goods as well (D’Alessandro et al. 2012).

Swinyard & Smith (2003) concluded, if they shop from online e-retailers there is more than 70% online non-shoppers does not buy online due to risk of financial losses. However, researchers had shown that consumers' lack of trust would be a key barrier to the utilization of Internet shopping and also commitment in building long term relationship building. Gefen, Karahanna, and Straub (2003) recognized lack of trust in Internet merchants as a major factor restraining on the online purchase. Trust assumes a basic part to facilitate online transaction amongst consumers and electronic retailers and understanding the advancement of web based business which is e-commerce to purchasers over the long run (Sonja, 2002). Iconaru et al. (2013) mentioned that because of the manipulation of trust and compromising over personal data to third party, Gen Y consumers feel unsafe which leads to lowering consumer’s trust over the security of e-retailer. Lee & Turban (2001) argued that trust is an important factor to influence consumer’s intention to shop online. Srinivasan (2004) cited that the success of ecommerce is based on two factors: trust and security.

Furthermore, he mentioned that earning consumer’s trust in e-commerce is a lengthy process of time and e-retailers can try to provide secure methods to protect consumer’s personal data. Yörük et al. (2011) recommended that online retailers should design their website more conveniently, safely, and reliably to convert online visitors to online shoppers. The objective of this study is to examine the relationships among the factors on how it influences consumers’ online buying behavior.

According to antecedent studies, factors that sway consumers’ buying online behavior, such as perceived risk, trust and perceived ease of use. The development in Internet to wind up a standout amongst the most abundant sources for consumer information, utilization of the internet for info search and decision of channel for the final purchase have made for inquire about on factors affecting intention to buy. Online buying suppliers have the test of publicizing their sites among the customers since awareness of online presence and retailing activities does not bring much profit. In spite of the fact that advertisers attempt showcasing procedures for their online platform through mainstream media and other accessible channels of promoting the most concern does is to draw in these consumers to visit the websites that offering these online shopping services.