Abstract
This study analyzes digital purchasing behavior from a comparative perspective across generational cohorts: Baby Boomers, Generation X, Millennials, and Centennials. Using a quantitative approach and a descriptive-comparative design, a questionnaire was administered to a sample of 400 consumers in Ciudad Constitución. Significant differences were identified in motivations, preferred channels, and levels of trust in digital platforms. Millennials and Centennials stand out for their high technological adaptation, valuing variety, accessibility, and digital reviews in their decision-making. In contrast, Baby Boomers and Generation X exhibit more practical consumption patterns, focused on security and convenience, with lower digital adoption. These findings highlight the importance of segmenting digital marketing strategies by generation, fostering personalized experiences that promote consumer satisfaction and loyalty. Thus, this research provides a valuable framework for understanding and leveraging generational diversity in today’s e-commerce landscape.