Marketing Communications Across Generations: Insight from Indonesia’s Online Marketplaces
DOI:
https://doi.org/10.26623/themessenger.v17i1.11832Keywords:
Utilitarian Browsing, Hedonic Browsing, e-Satisfaction, Generational Segmentation, Segment-Specific MarketingAbstract
Purpose: This study aimed to examine how hedonic and utilitarian browsing behaviors, along with electronic word-of-mouth (eWOM), influenced e-satisfaction and e-loyalty in Indonesia’s online marketplaces. It also sought to explore generational differences among Millennials, Generation X, and Baby Boomers in their online shopping behaviors.
Methods: A quantitative approach was used by distributing structured online surveys to 962 respondents who actively use online marketplaces. The collected data were analyzed using Structural Equation Modeling (SEM) with SmartPLS to test the proposed hypotheses. A multi-group analysis was conducted to compare generational responses.
Findings: The results showed that both hedonic and utilitarian browsing significantly influenced e-satisfaction across all generations. However, their effects on e-loyalty and eWOM varied by age group. Millennials and Generation X exhibited stronger and more significant relationships between browsing behavior, e-satisfaction, and e-loyalty compared to Baby Boomers. eWOM and e-satisfaction were also found to play mediating roles in enhancing e-loyalty.
Originality: This study addresses a research gap by examining browsing behavior and eWOM across generations, which have rarely been analyzed together in prior studies. Previous research often focused on single generational cohorts or lacked theoretical integration. By combining TAM, EDM, and SIT, this study offers a more comprehensive framework. A multi-group SEM analysis compares Millennials, Gen X, and Baby Boomers. It reveals unique behavioral patterns that influence satisfaction and loyalty. The findings support the need for segment-specific marketing strategies in Indonesia’s online marketplace.
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