Atayurt Yayınevi Generation Z And Y Hakan Çora

At this time of 21st century where digital know-how has developed to be an essential part of existence in all sectors, one may notice the transformation in the Z Gen that utilizes such high tech tools in a dynamic and intricate manner. Such that it is normal for the youngsters born in such a digital setting and growing aligned with by this technology to be also segregated from their precursors. The goal and objective of this scholastic research is to resolve the characteristics of Z generation who are born after 1995–2000s and put forward management and business strategies for the corporations, institutions and firms when they are employing or working with members of this generation.

This study will also be an important source of data not only for employee or business organization strategies but also for electronic commerce strategies, which have become a reality that companies cannot avoid, besides revealing the trends of Generation Y. Our goal is to examine the factors affecting Generation Y online shoppers' intentions, to re-visit a site, and repurchase from where they have previously shopped and to discuss how these factors have an impact on purchase intention and behavior in order to provide a good source of data for businesses and a new dimension, generative perspective, and up-to-date data for academic researchers.