The Attitudes of Generation Y Towards Online Shopping: A Quantitative Study

The aim of this study is to determine the attitudes of Generation Y towards Online Shopping. In accordance with this objective, a quantitative research has been planned to be conducted for the young generation, born between1980 and 2000, and also known as Generation Y, to understand how they approach to Online Shopping. A total of 547 1st education undergraduate students from the Departments of Public Relations and Publicity, Advertising, Radio-Television and Cinema, and Journalism of the Faculty of Communication at Ege University, representing the Generation Y (n=547), constitute the sample for this study. To collect data, an “Attitude Scale Towards Online Shopping” developed by Silkü (2009) and a personal information questionaire have been used, and to analyze data obtained, frequency, one-way ANOVA, multiple comparisons and t tests have been employed. The research findings have revealed that the attitudes of the Faculty of Communication undergraduate students towards Online Shopping are positive, and change in a positive way according to their departments, ages, sexes, monthly incomes, the state and frequency of online shopping, the year of buying goods/services, and the method of payment