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Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing

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... Esta investigación tiene como objeto de estudio los miembros de la Generación Y (Strauss y Howe, 1991, Bibb, 2014, que presenta ciertos rasgos comunes de identidad que los diferencia de generaciones precedentes (Wolburg y Pokrywczynski, 2001): desean aceptar las normas de sus pares (Kim y Jang, 2014;Zhang et al., 2017) con el deseo de obtener la aprobación encajando en el grupo (Venkatesh y Davis, 2000), tienen mayor conocimiento y uso de la tecnología (Ladhari, Gonthier y Lajante, 2019;Sullivan y Heitmeyer, 2008;Valentine y Powers, 2013), confían en la tecnología como herramienta para compartir sus emociones y para interactuar con otros (Bolton et al., 2013), tienen una gran capacidad para la interacción social online en redes sociales (Bento, Martínez y Martínez, 2018;Ladhari et al., 2019;Lissitsa y Kol, 2016; y les preocupa comocómo se les percibe a través de sus hábitos de compra (Parment, 2013) que muestran como signo de pertenencia al grupo (Kim y Jang, 2014;Parment, 2013), y de socialización (Valentine y Powers, 2013). ...
... Esta investigación tiene como objeto de estudio los miembros de la Generación Y (Strauss y Howe, 1991, Bibb, 2014, que presenta ciertos rasgos comunes de identidad que los diferencia de generaciones precedentes (Wolburg y Pokrywczynski, 2001): desean aceptar las normas de sus pares (Kim y Jang, 2014;Zhang et al., 2017) con el deseo de obtener la aprobación encajando en el grupo (Venkatesh y Davis, 2000), tienen mayor conocimiento y uso de la tecnología (Ladhari, Gonthier y Lajante, 2019;Sullivan y Heitmeyer, 2008;Valentine y Powers, 2013), confían en la tecnología como herramienta para compartir sus emociones y para interactuar con otros (Bolton et al., 2013), tienen una gran capacidad para la interacción social online en redes sociales (Bento, Martínez y Martínez, 2018;Ladhari et al., 2019;Lissitsa y Kol, 2016; y les preocupa comocómo se les percibe a través de sus hábitos de compra (Parment, 2013) que muestran como signo de pertenencia al grupo (Kim y Jang, 2014;Parment, 2013), y de socialización (Valentine y Powers, 2013). ...
... También, del estudio realizado y de los resultados obtenidos se aprecia una relación relevante entre la aceptación de las redes sociales y la aceptación del eCommerce que se confirman en la Tabla 4. Los miembros de la Generación Y se preocupan de cómo se les percibe a través de sus hábitos de compra, que muestran como signo de pertenencia al grupo (Kim y Jang, 2014;Parment, 2013), y de socialización (Valentine y Powers, 2013). Por ello, la compra se convierte en una vivencia que no les deja indiferentes y que requiere ser compartida de manera solidaria en las redes sociales (Bibb, 2014), con comentarios de la experiencia vivida (Bento et al., 2018;. ...
... In contrast, according to Phillips (2007), Generation Y individuals consider themselves to be rational consumers to whom price and product features are more imperative than brand names. Further, some significant differences exist among the Baby Boomer generation regarding store selection (Evangelista et al., 2019;Parment, 2013). Baby Boomers were shown to be more confident in their purchase decisions and spent significantly less time making them (Rahulan et al., 2015). ...
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... Generation Y and Z consumers are rapidly adapting digital technologies in their day-to-day consumption (Parment, 2013;Turner, 2015). Despite this, digital transactions for pre-owned products are lagging. ...
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