...Neha Sharma; Nirankush Dutta Purpose This study explores the shopping orientations of omnichannel customers through the lens of generational cohort theory, which influences their decision-making style while shopping online. It offers key insights into how Generations X, Y and Z interact...

... in decreasing risk in an online shopping context. Additionally, Millennial generational cohorts (MGCs) were proposed as moderators in exploring the differences between the dimensions of perceived risk and online shopping intention. Olivia Johnson is the corresponding author and can be contacted...