Researc

Introduction

There are millions of Filipino people online daily and they all are a potential consumer in the online market. Being aware that customers are performing a major role in marketing, finding out how the factors that are essentially affecting the purchasing intentions are important in analysing the process of shopping activities, how consumer decide and make purchasing over the Internet and what they buy need to be identified by online providers in order to satisfy and succeed in the competitive business environment.

In the Mobile App marketplace shopping scene, since there is no face-to-face contact, analysing and identifying factors that influence the consumer is vital. Moreover, consumers have new demands in the Internet medium. Therefore, it becomes more important to answer consumer's demands to retain the customer.

Consumer behaviors are influenced by different factors such as culture, social class, references group relation, family, salary level and salary independency, gender etc. and so they show different set of customer behavior especially on different demographics. These differences are seen more specific when it is considered between two different consumer groups from different age group, the Millennials (21 – 34) and Generation X (age 35 – 49).

Previous research streams on online shopping behavior, investigated main factors influencing online shopping adaption. However, there has been limited number of studies on comparison two different buying age group. In this study, research has been made comparative online buying behaviors of consumers that belong in two different age groups which are the Millennials and Generation X.