This article examines the agents and mechanisms of each generation’s digital consumer socialization and verifies its impact on digital consumer competency from the perspective of consumer socialization model. A total of 1,200 respondents between the ages of 20 and 60 who had experienced digital consumption within the past year completed the online survey. The respondents represent the Baby Boomer, Generation X, Generation Y, and Generation Z cohorts. Across all generations, online platforms were the key agents and self-socialization was the key mechanism. Self-socialization, influenced by online platforms, was more likely to improve digital consumer competency. Among Baby Boomers, the socialization agents of online platforms and company positively influenced self-socialization. Also, SNS/influencers had a positive impact on interaction, whereas family and SNS/influencers positively affected dependence/ compliance. Baby Boomers increased their digital consumer competency through self-socialization, interaction, and observation/imitation while experiencing a decrease in digital consumer competency through dependence/compliance. Among Generation X, the employment of online platforms resulted in a positive effect on self-socialization. Additionally, family and peers had a positive impact on interaction, whereas family and SNS/influencers had a positive impact on dependence/compliance. Digital consumer competency of Generation X was enhanced by selfsocialization and interaction, whereas dependence/compliance had the opposite effect. Among Generation Y, online platforms had a positive effect on self-socialization. In addition, peers and SNS/influencers positively affected interaction and dependence/compliance. Self-socialization and interaction of Generation Y were associated with higher digital consumer competency, while dependence/compliance was associated with lower digital competency. Among Generation Z, online platforms had a positive impact on self-socialization, while family and SNS/influencers had a positive effect in terms of interaction and dependence/compliance. Self-socialization and dependence/compliance of Generation Z improved digital consumer competency while interaction reduced it. This article compares the mechanism of digital consumer socialization by generation and suggests consumer education and policy support measures tailored to each generation so as to promote digital consumer competency.