Diferenciación en la compra online de productos de supermercado entre las generaciones X y Y en la ciudad de Cuenca-Ecuador

Abstract

E-commerce is important in today's economy, and has taken relevance for its great use in the pandemic, the objective of this research is to determine the differences that exist in online purchases of supermarket products between generation X and Y taking into account their generational characteristics and preferences. For this, the research is conducted with a quantitative approach, with the collection of data from consumers through the application of a survey to people born between 1965 and 2004 who reside in the canton Cuenca, then this information is analyzed using the ordered multinomial Logit model. The main results indicate that the variables that significantly influence the attitude that consumers take towards online shopping are: generation (X and Y), gender, marital status, number of people in the household, area of residence, preference to make purchases by digital means compared to traditional ones.