Transferability of Generational Theory in a Cross Cultural Context

This empirical study investigates consumer behaviour of Generation Y (Gen Y) (aged from 18-33) in a cross cultural e-commerce context. In particular, this study focuses on perceived risks and online purchases through a comparative analysis between developed and emerging markets. To fully exploit the potential of e-commerce and eventually achieve the vision of sustainable e-commerce "ecosystem", there is an urgent need to understand the Gen Y consumers\´ online purchase behaviour which is the most populous users in the digital business environment. The critical factors relating to online risks will be tackled using a quantitative approach. Based on the need from the literature, this study is intended to make a contribution to both academics and practitioners that use the Internet and other electronic means for marketing purposes.