A Causal Relationship between Buying Behavior and Online Purchase Intention among Millennials: An Application of Generational Cohort Theory

The preferences of young Saudis regarding their use of the internet to make purchases are investigated in this study. There will also be an effort to build and test a theory about how young people shop online. This study examine the moderation effect of online shopping familiarity on consumer motives and online purchase intention's relationship. Convenient sampling techniques is used to collect the data from 315 college students in Saudi Arabia.Structure equation modeling and smart-PLS were applied to conduct the analysis of the data.Based on the results it is clear that all independent variables, i.e., attitude, social motive, escapism motive, and value motive, have stronglyrelatedto online purchase intention. Furthermore, results show that the familiarity of online shoping is significantly moderates the relationships between consumer motives and intention to purchase online. Through highlighting their different aims, aspirations, and characteristics, the findings of this article will assist marketers and policymakers in better comprehending and appealing to this young demographic. The study adds to the litarature through relating the generational cohort theory to online purchasing behavior, illuminating this demographic's unique values and characteristics. The finding of this study can be used by the marketers to better tailor their products and services to the preferences of people of this age.