“Egyptian Generation Y” Online Consumption Map and Its Relationship with e-Trust Factors

Abdelmogeth, A. Ashraf


The growing of new technological innovations, such as web & social media, has brought on changes for the market.  The most important contribution of this new technological was the ability of reaching market at any place and at any time. It is also give consumers full access to search and gather information about products online.  After COVID-19 pandemic web & social media have become more and more a part of our daily life. The study aimed to investigate  Egyptian generation “y” consumption map and via virtual communities ” web and social media” sash as  “usage of online shopping”,” consumed time  ” customers preferred social networks”,” e-shopping tools “,“ the most consumed goods & services” sources of e-trust” and  “customers gender “  through testing variation and correlation between variable . The study depend on survey method and a mixed-method approach (an electronic questionnaire, a paper questionnaire and phone interviews) was used in collecting the data which consists of responses by 443 respondents aged 25–45 years from Egypt, during December 2021.The quantitative analysis of data showed that most of the Egyptian generation Y have had an experience in online consumption and this is reinforced by the COVID-19 pandemic and the social distancing policies , and it also showed that the  sources of e-trust can be divided into three groups, 1st group, with average correlation 0.9 includes self-experience , number of followers and cash on delivery ; 2nd group, with average correlation 0.8  includes  site or account, reputation and review rate;3 ed group, with average correlation 0.65 includes friends experience and Influencer / bloggers/celebrities (endorsement) .Hypotheses test showed that there were a significance relationship between online consumption and customers e-trust towards the business,  gender was an effective factor on online  consumption but there no significant variations  on all e-trust sources elements according to gender.

Keywords: Egypt , Online consumption , Mobile , Social  media , Generation Y, , Sources of e-trust Gender

DOI: 10.7176/NMMC/101-05

Publication date: April 30th 2022

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ISSN (Paper)2224-3267 ISSN (Online)2224-3275

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