Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Attitude of generations: Does it matter online? Subject The topic of the resource Attitude; Generation X; Generation Y; Generation Z; Web Atmospherics Description An account of the resource Generational examinations are turning out to be necessary with the characteristics they exhibit. This research work aimed at establishing the interceding relationship of disposition of three distinctive generations-Generation X, Generation Y, and Generation Z. In complete, 1200 responses were acquired from both male and female respondents of each generational class dependent on online purchase data collected by employing Google Forms. For the investigation, the model utilized the SOR framework. The results indicated that attitude does not play a vital role in the purchase intention of Generation X followed by the partial mediation of attitude for Generation Y and full mediation effect for Generation Z. This steady increment of attitudinal change underpins the examination by setting up proof that every age shifts in their mentality and purchasing conduct. Online retailers must concentrate on showcasing systems and create online visual merchandising cues which outwardly advance and make a feeling of stimulating attitude for generations. The current study also added value to the existing literature by classifying the customer base not merely on age, but also on their technological perspective of distinguishing web atmospheric cues and catering to their needs from a generational outlook. The study also took into account the importance of the organism's role played by attitude in the S-O-R framework. In this manner, the study helps marketers to design methodologies and plan online visual marketing space for better generational reaction and benefit. 2021, Associated Management Consultants Pvt. Ltd.. All rights reserved. Creator An entity primarily responsible for making the resource Thomas M.R.; Mathew J. Source A related resource from which the described resource is derived Indian Journal of Marketing, Vol-51, No. 4, pp. 44-57. Publisher An entity responsible for making the resource available Associated Management Consultants Pvt. Ltd. Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.17010/ijom/2021/v51/i4/158470" target="_blank" rel="noreferrer noopener">https://doi.org/10.17010/ijom/2021/v51/i4/158470</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85108263143&amp;doi=10.17010%2Fijom%2F2021%2Fv51%2Fi4%2F158470&amp;partnerID=40&amp;md5=df65306ab673502657fe9a60d3007fa7" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85108263143&amp;doi=10.17010%2fijom%2f2021%2fv51%2fi4%2f158470&amp;partnerID=40&amp;md5=df65306ab673502657fe9a60d3007fa7</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9738703 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Thomas M.R., Department of Commerce, CHRIST (Deemed to be University), Bengaluru, Karnataka, 560 029, India; Mathew J., Department of Management Studies, CHRIST (Deemed to be University), Bengaluru, Karnataka, 560 029, India