Sustainability of an organization depends of many factors but in the case of digital platform understanding Generation Y properly is one of them because they are responsible for future generation infrastructure. To understand the behavior of Generation Y and their confused behavior can play very important role for any organization sustainability. There are number of sources available for information to Generation Y (i.e. Social Networking sites, E-mails, and Search Engine Optimization etc.) because of that they feel confused and overloaded. Therefore, the objective of this chapter is to identify the factors which are playing role to make Generation Y feel confused and also identify the reasons that how we can overcome their confusion so that trust of Generation Y and their retention can increase. To achieve the objectives of this study, data has been collected from Generation Y through structured questionnaire. Factor Analysis (FA) and Discriminant Analysis (DA) have been employed. The output of the study not only can help the service provider to understand Generation Y.
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Consumers are changing quickly in the current commercial center. Past examination has recommended that their styles of decision making may shift by diverse elements, for example, the social gatherings or the store sorts (Hanzaee & Aghasibeig, 2008). Notwithstanding, they now have an extensive variety of decisions in items, quality, and costs. Therefore, the purchaser decision making process today is a more perplexing marvel than that of past generations. According to Kumar & Dash, (2014), with unlimited open doors for advertising items and administrations, the Internet has been recognized as the world's quickest developing commercial center. A survey of specialists' reasons for investigating these opportunities uncovers that the principle main impetuses behind the dangerous development of the virtual commercial center are, among others, cost proficiency, 24/7 openness, an absence of geographic confinements, intelligence and low entrance boundaries (Kumar & Dash, 2014, Kumar, & Dash, 2015a, Kumar & Dash, 2015b, Kumar & Dash, 2015c), Jain et al., 2015), Kumar & Dash, 2016).
The rates of dissemination and projection about web shopping are shocking, and its appealing situations are significant. In the event that consumers feel fulfilled by their purchase decisions and shopping encounters, this alluring situation of web shopping is very likely satisfied. The most effective method to upgrade the nature of shopper's on-line shopping choice, and enhance their subjective states towards shopping choices, henceforth, has pulled in a few researchers’ consideration (Kumar & Dash, 2014, Kumar, & Dash, 2015a, Kumar & Dash, 2015c, Jain et al., 2015, Kumar & Dash, 2016). Besides, numerous e-storefronts give information sifting systems to help purchasers decrease the weight of item information screening and transforming. Impacts of the above inside and outside information sifting instruments, on the other hand, are rarely tended to by past studies. A knowledge of how consumers utilize the information provided to them by e-storefronts would help the latter devise marketing strategies regarding the most effective and efficient ways to provide information to their consumers (Kumar & Dash, 2014, Kumar & Dash, 2015c, Jain et al., 2015, Kumar & Dash, 2016).