The Acceptance and Use of Online Shopping by the Digital Natives and Digital Immigrants

Abstract

This article discusses the acceptance and use of online shopping by the digital natives and digital immigrants. Online shopping means the act of purchasing products or services over the Internet. Today, online shopping using the Internet is gaining attention. Online shopping has been growing in tandem with the growth of the Internet. More and more people are leaning towards online shopping. Despite this growth, we are not sure how the digital immigrants are using the development of the Internet for online shopping. We also do not know if there is any difference in the pattern of online shopping use between the savvy digital natives and digital immigrants. The focus of this research is to study the acceptance and use of online shopping by the digital natives and digital immigrants. This is to compare the pattern between both the generations and also to find out how effective is this online shopping. This study was carried out by using survey questionnaire. The instrument for this study was developed and modified from Davis’s Technology Acceptance Model (TAM). A total of 200 respondents from both the generations participated in this study. The research instrument was validated by two experts in the related field. As for the reliability of the instrument, the Cronbach alpha value obtained was 0.959. This research finding showed the characteristics and differences in the pattern of online shopping between the two generation in terms of usage pattern, satisfaction, perceived usefulness and ease of use. Suggestion for further research was also provided.