Resumen

DHANAPAL, Saroja; VASHU, Deeparechigi  y  SUBRAMANIAM, Thanam. Perceptions on the challenges of online purchasing: a study from "baby boomers", generation "X" and generation "Y" point of views. Contad. Adm [online]. 2015, vol.60, suppl.1, pp.107-132. ISSN 0186-1042.  https://doi.org/10.1016/j.cya.2015.08.003.

The internet has created a revolutionary impact in everyday communications and transactions. It is considered the fastest growing mode used to shop. Internet shopping is also referred to as online shopping. Online shopping is a fast and efficient way for consumers to purchase products and services. The purpose of this research is to provide insight into issues related to online shopping. A survey was carried out among the public comprising of "Baby Boomers", Generation "X" and Generation "Y" to identify their perceptions of online purchasing and the challenges they face with online purchasing. The results indicated that social factors have a significant relationship with online purchasing behavior of the three generations. The results also indicated that the challenge that is found to be most significant by the three generations is the risk of credit card transaction. It is recommended that further research can be done to study the relationship between gender and online purchasing behavior with a focus on the Malaysian scenario which is unique in its diversity of population.

Palabras llave : Online shopping; Perception; Baby Boomers; Generation X and Y.