A Study On Online Shopping Intention And Moderators From The Perspective Of Reverse Generation

The rocketing development of information and technology has launched the area of post-figurative culture. With the increasing popularity of online shopping in China, surged also the willingness of online shopping by elderly generation, which is affected by the reverse generational influence. This paper chooses online shopping as background, two generations in China as objectives, tests the process of the consumer socialization influenced on elderly generation by the younger generation, shows the mechanism and form of reverse generational influence, understands the reverse generation influence on elderly generation’s online shopping intention and other factors that might result in online shopping.The thesis consists of five chapters:the first chapter is the introduction which introduces the research background, research objectives, research significance, and research framework; the second chapter is a literature review, this chapter describes the connotation of the intergenerational influence through the collection, collation and review of the relevant literatures, and generation, the willingness of online shopping are introduced too; the third chapter is the research design and methodology which introduces the research model, the research hypothesis and the experiment design; the forth chapter is the result and discussion which discusses the results of the hypothesis; and the last chapter is the summary of this paper, the limitations of this study, the directions for further research and the policy recommendations are described in this chapter.The main conclusions of the empirical part are as follows:(1) Consumer communication, observation and sharing consumer experience have positive influence on the willingness of elderly online shopping intention. Under the background of online shopping, observation is a better agent on reverse generational influence.(2) Under the background of online shopping, the more independent the elderly generation is, the less influence reverse generation may have. However, the effect of computer familiarity has no apparent influence on the relationship between reverse generational mechanism and online shopping.Time spent online has negative influences on the relationship between consumer communication and online shopping intention, and so does the relationship between sharing consumer experience and online shopping intention.