Landing Page via Perceived Interactivity for Four Generational Cohorts

Abstract

Purpose- There are numerous online websites for buying products and services today. The challenge for marketers is to adopt the pull strategy, which attracts customers to the website and creates additional sales. This strategy can materialise only when innovation is brought in. A landing page on the web is considered to be the initial entry point for creating innovation. The current research paper emphasises the importance of creating a landing page for bringing innovation that caters to the four generations.
 Design/method /approach-400 responses were obtained equally from male and female respondents of each generational category except the alpha generation. Data was collected through a survey using Google forms. The structural equation model was used for analysis, and generational age was considered the moderator.
 Findings-There is a gradual shift in the generational pattern of perceiving and understanding technology to buy from the website. Being tech-savvy, in the case of generation Z the impact of perceived interactivity in creating purchase intention is very strong, followed by generation Y and generation X.
 Practical implications-Age plays a huge role in understanding the landing page leading to better purchase intention. Hence it is evident that a landing page that caters to all generations unambiguously has to be considered by marketers to boost sales.
 Originality /value- The research results suggest that every generation seeks exclusivity on the landing page. So, generation-based perceived interactivity features on the landing page can attract all generations.
 Keywords: Landing Page, Perceived Interactivity, Generation X, Generation Y, Generation Z and Alpha Generation.
 Paper type-Research paper