Consumer Perception of Trust on E-Commerce: A Research on Gen Y and Z Consumers

Abstract

Purpose - The aim of this study is to find out the e-commerce trust perceptions of a group of consumers from Y and Z Generation. Design/methodolgy/approach - The research findings were analyzed by using structural equation modeling (SEM) technique. After applying the validity and reliability analyzes to the data obtained in March and April 2019 (n:387), the proposed conceptual model was tested by establishing a structural model. Structural equation modeling analysis was used to test the hypotheses. Structural equation modeling has been applied with alternatives that include or exclude the age factor. Findings - The trust perception of consumers on e-commerce sites is affected by monthly income level, gender, previous e-commerce experience, and frequency of e-commerce use. According to the analysis results of the structural equation model, the hypotheses formed within the theoretical framework were supported. When the findings are evaluated, it is seen that the expression with the highest average while the Y and Z generations are shopping on the Internet is "It is important to have a variety of payment options", followed by the statements "I take customer comments into account" and "I easily share my personal information". Discussion - Y and Z generations have an important place in e-commerce volume. It is very important to examine how Y and Z generations perceive the issue of "trust" when purchasing products and services in e-commerce. The research findings provide marketing managers with important information about building trust in the scope of e-commerce among the Y and Z generation consumers.