Webpage Design Based on Generation Differences Using Hesitant Fuzzy Sets

Online shopping has a vital place in shopping behavior. Various factors have an impact on individuals’ motivations for online shopping. In this study, the online shopping motivation of individuals who have experienced that earlier has been evaluated with regards to the Technology Acceptance Model, Diffusion of Innovation Theory, and Extended Unified Theory of Acceptance and Use of Technology. An integrated model is developed by using the innovativeness and relative advantage factors from the Diffusion of Innovation Theory; perceived usefulness, perceived ease of use, attitude towards use and usage intention factors from Technology Acceptance Model and finally habit, hedonic motivation and social influence from Extended Unified Theory of Acceptance and Use of Technology. All those factors and relationships between factors were tested using PLS-SEM. The model was employed to test the online shopping behavior of Generation X, Y, and Z and revealed the differences among those 3 groups. After finding out differences and significant relationships among generations, the hesitant fuzzy set method is used to explain how webpage design should be for each generation. The study, finally, has explained which factors are given priority when building a webpage for target generation based on factors of the proposed model.