Traditional cultural values vs. modern consumption trends: Analyzing generational differences in U.S. consumer behavior via big data from online shopping platforms
Manti Lu
City University of Hong Kong
DOI: https://doi.org/10.59429/bam.v7i4.12391
Keywords: conventions of traditional cultural values; new trends in consumption; generational differences among consumers; e-commerce big data; fintech
Abstract
This study tries to investigate intergenerational differences of U. S consumers who have been influenced by cultural values which are intermixed with consumption habits and is based on Big Data obtained from e-commerce platform such as Amazon. Up to now existing researches based on these issues are small sample surveys which seldom combine fintech and data science for findings which leads to the gaps in finding a proper model to fit the real world behavior pattern. The Desensitized Data used here (2022-2023) encompasses transaction history of order. by investigating browsing trajectory, and product preferences among Gen Z, Millennials, and Baby Boomers in the contemporary age of e-commerce, this paper aims to discover what drives their respective consumption behaviors based on cluster analysis, regression modeling, and sentiment mining. Both traditional values such as individualism and materialism as well as modern trends in consumption like sustainability and experiential consumption differially impact purchasing frequency, brand loyalty, and price sensitivity of different generations. The results provide data-driven evidence to assist fintech-powered e-commerce businesses in segmenting the U. S. market with more precise approaches toward consumption patterns of different age groups.
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