The Generational Dynamics of E-WoM: Comparing Influence, Trust, Loyalty and Elasticity among Gen- Y and Gen-Z Consumers in Kerala
DOI:
https://doi.org/10.64137/31079423/IJEBMR-V2I3P116Keywords:
Electronic Word-of-Mouth (e-WOM), Generation Y, Generation Z, Consumer Trust, Consumer Loyalty, e-WOM ElasticityAbstract
The Electronic Word of Mouth (e-WOM) has been acknowledged as a significant influence on consumers' online purchase decisions, trust, consumer loyalty, and post-purchase behavior. This study comparatively analyzes the impact of e-WOM on Generation Y and Generation Z consumers in a semi-urban Taluk of Kerala, focusing on the effectiveness of e-WOM, trust in e-WOM, consumer loyalty and elasticity of e-WOM. This study employed a descriptive-analytical research design, with primary data collected from 200 online shoppers (100 Gen Y and 100 Gen Z) in Vadakara Taluk, Kerala. Two-sample t-tests and mean analysis were applied to determine generational differences. Results show that e-WOM affects both generations in building consumer trust and loyalty, and no significant difference was found between the two generations. A remarkable generational difference was observed in volume elasticity, with Gen Y showing greater responsiveness to the number of reviews available. No significant difference was seen in the valence elasticity. The study offers a framework for e-commerce and digital marketing strategists for a generation-centric approach.
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