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Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market
Abstract
The purpose of this paper is to highlight behavioural differences in online shopping via technical devices used by Millennials (Gen Y) and Gen Z in an emerging market. The research was conducted on 1233 respondents from an emerging market using the survey method, in which the working tool was a face-to-face questionnaire administered by volunteers. The results reveal that both generations still prefer shopping in bricks-and-mortar stores to online shopping, while Gen Z mostly prefer shopping online with their smartphones. Gen Y shop online fairly frequently, and services are purchased exclusively online by Gen Z. The present paper contributes to the development of the literature on generational theory, helping retailers to develop offers through the proper targeting of Millennials and Gen Z, and to understand the ways in which good customer experience during the shopping process can be created for young people in an emerging market.
... Based on the analysis, tax knowledge, tax education, and tax compliance have significant differences between Millennials and Gen Z. These findings are in line with the generational cohort theory that each generation has values, beliefs, experiences, and hopes that are instilled in certain generation groups (Dabija & Lung, 2019;Dunne, 2022). This similarity gives rise to generational identity (Egri & Ralston, 2004) where this then shapes the behavior and preferences of its members in dealing with social problems in society (Dabija & Lung, 2019), in this case, to give rise to tax knowledge, tax education, and tax compliance. ...
... These findings are in line with the generational cohort theory that each generation has values, beliefs, experiences, and hopes that are instilled in certain generation groups (Dabija & Lung, 2019;Dunne, 2022). This similarity gives rise to generational identity (Egri & Ralston, 2004) where this then shapes the behavior and preferences of its members in dealing with social problems in society (Dabija & Lung, 2019), in this case, to give rise to tax knowledge, tax education, and tax compliance. ...
... Slightly different, Gen Z has grown up with the internet since birth (Wood, 2013), has access to global information, maintains instant, round-the-clock connections with their friends (Dabija & Lung, 2019)\, and has an attitude towards issues that are developing well nationally. as well as internationally. ...
This research aims to compare how Millennials and Gen Z view tax knowledge, tax education, and tax compliance so educators can develop more effective tax education programs. This research uses a quantitative study by using 804 students of the Taxation Department at Universitas Terbuka as respondents and uses comparative analysis. This finding shows that social media behavior, speed in obtaining information, and demands for solving problems creatively and innovatively, can be important factors that influence these significant differences. This fact confirms that skills in utilizing information and communication technology to understand and solve problems will encourage them to get information in tax knowledge, tax education, and tax compliance, even though this is greatly influenced by each individual's self-regulated learning.
... This research intends to address this void by examining the influence of five key remarketing tactics (Lambrecht & Tucker, 2013;Muminjanovna, 2023)-email remarketing (Grad-Gyenge & Filzmoser, 2016;Dixit & Kesarwani, 2018;Li et al., 2021;Mittal & Kumar, 2022), display remarketing (Lambrecht & Tucker, 2013;Luh & Wu, 2019;Mercanti-Guérin, 2020;Yoon et al., 2023), social media remarketing (Silvia, 2019;Pauliene & Sedneva, 2019;Gupta, 2019;Farman et al., 2020;Mude & Undale, 2023), search engine remarketing (Miklosik, 2019;Guérin, 2021;Kovachevski & Zendeli, 2021;Singh et al., 2022), and video remarketing (Kim, 2015;Yang et al., 2017;Remondes, 2021;Israfilzade & Baghirova, 2022)-on the purchasing behaviours of Gen Y (Ng & Johnson, 2015;Pauliene & Sedneva, 2019;Israfilzade & Babayev, 2020;Budiman, 2021) and Gen Z (Budac, 2014;Chicca & Shellenbarger, 2018;Dabija & Lung, 2018;Munsch, 2021;Trejo, 2021). The research aims are to evaluate significant differences in purchasing behaviours between these two cohorts across these remarketing channels, thereby allowing businesses to tailor their strategies to the unique characteristics and preferences of these generations. ...
... Consequently, Generation Z's affinity for the internet and smartphone technologies, combined with their influence on the purchasing habits of other family members, underscores the need for businesses to pay keen attention to customer feedback and continually improve product and service quality. (Ng & Johnson, 2015;Dabija & Lung, 2018;Israfilzade & Babayev, 2020;Trejo, 2021;Bump, 2021;Bulut, 2021, Israfilzade & Baghirova, 2022. While both Generation Y or Millennials, and Generation Z, or iGen, demonstrate a high proficiency in technology, their preferences vary across communication, consumption, and trust in companies. ...
... This research enriches the current literature on digital marketing and inter-generational purchasing behaviour patterns (Wood, 2013;Silvia, 2019;Trejo, 2021;Munsch, 2021;Israfilzade & Baghirova, 2022). The study also referenced prior research exploring the behaviours of Generation Y (Ng & Johnson, 2015;Pauliene & Sedneva, 2019;Israfilzade & Babayev, 2020;Budiman, 2021) and Generation Z (Budac, 2014;Chicca & Shellenbarger, 2018;Dabija & Lung, 2018;Munsch, 2021;Trejo, 2021). These studies collectively reaffirmed the importance of comprehending each generation's unique characteristics when crafting marketing strategies. ...
The dynamically evolving digital environment makes crucial the remarketing, a strategy used to re-engage consumers who previously showed interest in a product or service. However, the influence of this tactic on different generations, specifically the Generation Y and the Generation Z, remains under-explored. This paper investigates the impact of digital remarketing strategies on the purchasing behaviours of Generation Y (Millennials) and Generation Z consumers, a topical exploration of the rapidly evolving field of digital marketing. A mixed-method approach, utilising both qualitative and quantitative methodologies for data collection is employed. It focuses on five key remarketing tactics: email, display, social media, search engine, and video remarketing. The total sample size was 316 participants, with 147 Gen Y participants accounting for 46.5% of the total and 169 Gen Z participants accounting for 53.5% of the total. The results reveal significant differences in the response of these generations to different remarketing tactics, thus offering an unprecedented perspective on their unique purchasing behaviours. The study concludes with valuable insights for both academic discourse and practical applications. The research enriches the existing body of knowledge on digital remarketing techniques for scholars, and advocates for further studies in the area, especially concerning unexplored remarketing tactics. For practitioners, it delivers actionable insights for the development of generation-specific marketing campaigns, thereby improving their overall performance in the digital ©Copyright 2023 by the author(s) This work is licensed under a Creative Commons Attribution 4.0 International License. 74 marketplace. Consequently, this paper provides an essential foundation for the enhancement of remarketing strategies, catering to the evolving needs and expectations of Generation Y and Z consumers.
... From the perspective of the theory of consumer behavior, we shed new light on the effectiveness of purchase intention in relation to hedonic experience with particular attention to brand conspicuousness and brand identity [78,79]. As expected, a favorable product attitude encouraged the repeated purchase of a brand's products [80]. As individuals advance in age and in their careers, they usually become more likely to purchase known brands. ...
... As individuals advance in age and in their careers, they usually become more likely to purchase known brands. The members of Generation Z tend to prefer communication through social media platforms accessed on various electronic devices and, likewise, to conduct much or even most of their shopping online [80]. Moreover, because these consumers tend to be well-informed and eager to acquire new information and control their lives and futures, they tend to be much less loyal to retailers than, for instance, Millennials [80]. ...
... The members of Generation Z tend to prefer communication through social media platforms accessed on various electronic devices and, likewise, to conduct much or even most of their shopping online [80]. Moreover, because these consumers tend to be well-informed and eager to acquire new information and control their lives and futures, they tend to be much less loyal to retailers than, for instance, Millennials [80]. Thus, this study contributes to the literature on repurchase intention by offering preliminary evidence for the impact of brand conspicuousness and brand identity on repurchase behavior [81,82]. ...
COVID-19 has impacted economic and social conditions around the globe. In a post-pandemic world, the labor models have been shifting in favor of working from home and shopping toward online purchasing through mobile devices. The pandemic has, in addition to disrupting the world economy, triggered changes in consumer behavior that require a rethinking of marketing efforts from the consumer’s perspective and a fundamental shift in branding strategies and managerial thinking. This paper expanded the understanding of the mobile consumer behavior of Generation Z consumers in China by examining the changes in their behavior in response to the pandemic. We used a structural equation model (SEM) to show that, in mobile shopping, the hedonic experience has played an essential role in signaling brand conspicuousness and product aesthetics, in turn promoting brand identity and associated behavioral reactions. The paper concludes with a discussion of the implications of these changes for branding identity and brand management.
... Gen Y, often known as the Millennial Generation or Echo Boomers, was born between 1981 and 1994 (Taylor, 2019). Gen Y is technologically savvy, open to digital communication, digitally competent, and engaged on a variety of social media platforms (Dabija & Lung, 2019). Gen Y consumers are self-assured, autonomous, and resourceful. ...
... Gen Y uses online and digital platforms multiple times each day, with their typical activities including information search, work, social media/communication, academics, emailing, and amusement. Gen Y prefers online information sources such as microblogs, Facebook, YouTube, and social networking sites to traditional marketing channels (Dabija & Lung, 2019). According to Tiago and Veríssimo (2014), Gen Y values advertisement design and may be misled if it does not align with the things they receive. ...
The advancement of the internet and technology has helped to shift offline establishments to online, resulting in an increase in online shopping. Age has been demonstrated to influence users' acceptance of online buying and consumers' propensity to shop. This study investigates consumer purchase motivations, with an emphasis on utilitarian and hedonistic impulses, particularly among Generation Y and Z customers. The study employed Logistic Regression models to evaluate online shopping behaviour and determine the key elements influencing purchasing decisions. The study collected data using Google Forms, with 212 respondents. The results showed that Gen Y consumers have utilitarian motive behaviour with the characteristics of full rational consideration in making purchasing decisions on quality, service, and price, such as the ease of product information, like discount prices, and are wise in using technology, while Gen Z has hedonic motive behaviour with the characteristics of shopping for fun and entertainment, value reviews and ratings, very high dependence on technology, speed and convenience. The internet is widely used for shopping, with fashion products being the most popular online. This study focuses on the differences in buying behaviour between Generation Y and Z, highlighting the necessity of understanding customer motivations and perceived dangers when shopping online. As a result, despite certain similarities, their internet shopping habits are diverse.
... While Generation Z may not have substantial disposable income compared to older generations, their spending patterns and satisfaction levels are still influenced by their financial situations. Research by Dabija & Lung (2019) suggests that Generation Z individuals with higher disposable income tend to report higher levels of satisfaction in their online shopping experiences. Research by Lee et al. (2023) offers insights into the role of income in shaping the satisfaction levels of Generation Z consumers. ...
... However, the relationship between customer satisfaction and intention to purchase is contingent on various factors. Studies by Dabija and Lung (2019) emphasize the role of individual preferences and the influence of external factors such as social media and peer recommendations. The interplay between satisfaction and purchase intentions is influenced by a myriad of factors unique to the Generation Z demographic. ...
This quantitative study investigates the impact of demographic factors on customer satisfaction and subsequent online purchase intentions among Generation Z university students in Dhaka, Bangladesh, during the post-COVID-19 era. Employing a cross-sectional research design, the study uses a stratified random sampling technique to collect data from 433 respondents. The questionnaire, based on a five-point Likert scale, explores variables such as gender, internet literacy, product price perception, income, education, customer satisfaction, and intention to purchase. IBM SPSS Version 25 (Licensed) is used for data analysis, incorporating descriptive statistics, correlation analysis, and regression analysis. The study unveils positive and significant relationships between gender, internet literacy, product price, income, and education with customer satisfaction. Moreover, a robust link between customer satisfaction and the intention to purchase online is identified. Theoretical frameworks such as Social Identity Theory and Consumer Satisfaction Models guide the research, highlighting the importance of a nuanced understanding for tailored marketing strategies. The findings contribute valuable insights for businesses and policymakers navigating the post-COVID-19 digital landscape. Future research avenues include exploring emerging technologies and cross-cultural variations within Generation Z.
... While Generation Z may not have substantial disposable income compared to older generations, their spending patterns and satisfaction levels are still influenced by their financial situations. Research by Dabija & Lung (2019) suggests that Generation Z individuals with higher disposable income tend to report higher levels of satisfaction in their online shopping experiences. Research by Lee et al. (2023) offers insights into the role of income in shaping the satisfaction levels of Generation Z consumers. ...
... However, the relationship between customer satisfaction and intention to purchase is contingent on various factors. Studies by Dabija and Lung (2019) emphasize the role of individual preferences and the influence of external factors such as social media and peer recommendations. The interplay between satisfaction and purchase intentions is influenced by a myriad of factors unique to the Generation Z demographic. ...
This quantitative study investigates the impact of demographic factors on customer satisfaction and subsequent online purchase intentions among Generation Z university students in Dhaka, Bangladesh, during the post-COVID-19 era. Employing a cross-sectional research design, the study uses a stratified random sampling technique to collect data from 433 respondents. The questionnaire, based on a five-point Likert scale, explores variables such as gender, internet literacy, product price perception, income, education, customer satisfaction, and intention to purchase. IBM SPSS Version 25 (Licensed) is used for data analysis, incorporating descriptive statistics, correlation analysis, and regression analysis. The study unveils positive and significant relationships between gender, internet literacy, product price, income, and education with customer satisfaction. Moreover, a robust link between customer satisfaction and the intention to purchase online is identified. Theoretical frameworks such as Social Identity Theory and Consumer Satisfaction Models guide the research, highlighting the importance of a nuanced understanding for tailored marketing strategies. The findings contribute valuable insights for businesses and policymakers navigating the post-COVID-19 digital landscape. Future research avenues include exploring emerging technologies and cross-cultural variations within Generation Z.
... It is necessary to understand the main behaviors of Indonesian online shoppers. Moreover, this study targets a generation Z sample with a higher intention to use online purchasing applications than the previous generation (Dabija and Lung, 2019). The exploration of Gen Z's consumption characteristics is crucial because recent studies (Dabija and Lung, 2019;Thangavel et al., 2022) showed that this generation has different consumer values, preferences, and ideas than previous ones. ...
... Moreover, this study targets a generation Z sample with a higher intention to use online purchasing applications than the previous generation (Dabija and Lung, 2019). The exploration of Gen Z's consumption characteristics is crucial because recent studies (Dabija and Lung, 2019;Thangavel et al., 2022) showed that this generation has different consumer values, preferences, and ideas than previous ones. ...
The existing literature suggests that the scarcity signal is a crucial factor that determines consumer purchase intention. However, research inconsistencies regarding the direction of the relationship require more attempts to understand whether there is a possible inverted U-shaped relationship between scarcity and purchase intention. Moreover, this study examines the role of price promotion as a boundary condition. This study aims to shed light on the scarcity signal–online purchase intention relationship in a sample of students in Jakarta. The results show an inverted U-shaped relationship between scarcity and purchase intention. In addition, the interaction of price promotion and scarcity signals appears to be particularly important for yielding higher purchase intention. The implications of these findings contribute to the literature on online purchase decisions and allow online marketers to evaluate marketing strategies, especially in online markets.
... Daha özelde araştırma, 1961-1979 yılları arasında doğmuş eğitimli, teknolojiye uyumlu, medyaya aşina, şüpheci ve pragmatist olarak nitelendirilen X kuşağı üyeleri ile; 1980-1999 arasında doğmuş milenyum insanları olarak da tanımlanan ileri teknolojiye uyumlu, tüketim odaklı ve nispeten daha sofistike satın alma davranışları ile karakterize edilen Y kuşağı üyelerinin (Lissitsa ve Kol, 2016) çevrim içi satın alma davranışlarındaki farklılıklara odaklanmaktadır. Ancak, önceki araştırmalardan farklı olarak bunu yaparken, X ve Y kuşağı üyelerinin çevrim içi satın alma eğilimlerinde; aileleriyle birlikte yaşayan, 2000 yılı ve sonrasında doğan, teknoloji yerlileri olarak nitelendirilen ve teknoloji kullanımında yetkin, Z kuşağı (Dabija ve Lung, 2018) üyesi çocukların nasıl etki ettiği de dikkate alınmıştır. Belirli yaş aralığındaki tüketicilerin çevrim içi alışveriş bağlamındaki eğilimlerinin Z kuşağı hane halkı üyelerinin etkisi ile nasıl farklılaştığına dair bilgi, çevrim içi pazar bölümlendirilmesi için önerilen kuşak kriterinin daha verimli kullanılmasına yönelik çıkarımlar yapmayı mümkün kılacaktır. ...
... Z kuşağı üyelerinin uykunun dışında gerçekleştirdiği en yoğun eylem medya araçlarıyla vakit geçirmektir ve cep telefonları günde yaklaşık dokuz saatlik kullanımlarıyla en yoğun kullanılan cihazlardandır (Shatto ve Erwin, 2016). Z kuşağı tüketicileri; arkadaşları, en sevdikleri markalar, firmalar ve ünlüler ile zaman sınırı olmadan, anında bağlantı kurma yetenekleri sayesinde küresel bilgiye erişim yeteneğine (Dabija ve Lung, 2018:3), neredeyse sınırsız sayıda ve türdeki ürünü evden çıkmadan sipariş etme ve birkaç saat içinde teslim alma imkânına sahiptir (Weinswig, 2016:4). Alışverişe yönelik bakış açıları değerlendirildiğinde Z kuşağı tüketicilerinin yenilik odaklı, kolaylık talep etmede ısrarcı, güvenlik ihtiyacı ve kaçış için alışveriş eğilimi yüksek bireyler olduğu görülmektedir (Wood, 2013). ...
Kuşaklararası farklılıklar işletmelerin pazarlama karar ve uygulamalarında göz önünde bulundurduğu faktörlerden biridir. Teknoloji kullanım yetenekleri, satın alma motivasyonları, karar verme şekilleri açısından farklı özellikler sergileyen X ve Y kuşağı tüketicilerinin çevrim içi alışveriş davranışlarının da farklılaşması beklenmektedir. Literatürdeki araştırmaların bir kısmı bu beklentileri desteklerken, bazı araştırmalar farklılık bulunmadığına işaret etmiştir. Bu araştırmanın amacı, mevcut araştırma bulgularındaki bu çelişkiyi, aile içinde kuşaklararası etkileşim perspektifinden açıklamaktır.
Bu kapsamda X ve Y kuşağının çevrim içi alışverişe dair tutum, niyet ve davranışlarındaki farklılıklar, bu kuşakların aile içinde teknoloji yerlileri olarak bilinen Z kuşağı ile etkileşimleri dikkate alınarak incelenmiştir. 189 tüketiciden anket yolu ile toplanan veri analiz edildiğinde X kuşağı tüketicilerin Z kuşağı ile etkileşim içinde olduğunda, çevrim içi satın alma davranış ve niyetlerinin olumlu yönde değişerek Y kuşağı tüketicilere benzediği görülmektedir. Bulgular ailedeki Z kuşağı tüketicilerin, ebeveynlerinin özelikle satın alma noktası tercihlerini çevrim içi perakendeciler lehine değiştirebildiğini göstermiştir. Diğer taraftan, Z kuşağı ile etkileşimin çevrim içi alışverişe yönelik tutumlarda oluşturduğu değişikliğin ekonomik fayda algısında yaşanan güçlenme ile sınırlı kaldığı anlaşılmıştır.
... Moreover, the main subjects of this study are middle-class Chinese millennials and Gen Z, the burgeoning consuming force in the Chinese luxury market (Huld and Interesse 2023;Wang 2023) and the consumer segment that is more open to online shopping and new technology (Dabija and Lung 2019;Kim et al. 2021). This consumer segment may be susceptible to aspirational consumption related to face enhancement (Mo 2020;Zhang, Cude, and Zhao 2020). ...
Luxury brands have begun embracing livestreaming commerce since the COVID-19 pandemic. However, the current knowledge regarding the impact of livestreaming commerce on luxury perceptions remains limited. This study explores how luxury perceptions can be enhanced in livestreaming commerce by investigating the role of streamer characteristics. More specifically, we examine the role of parasocial interaction, self-streamer congruity, and social presence. A survey was conducted among 432 Chinese respondents who had previously watched livestreams for luxury brands. The findings indicate that parasocial interaction and actual self-streamer congruity positively impact luxury perceptions by fostering enhanced feelings of social presence, while ideal self-streamer congruity is not an influential factor. The conclusion of this paper discussed implications for marketers and researchers.
... This division is carried out in order to distinguish the behaviour of using services that is very different between Gen Z and other generations. Examples of these behaviours include having a very high knowledge of a product, having very low brand loyalty in comparison to other generations, and using online services more frequently to save time [37]. This is also done to avoid bias in data collection. ...
This paper aims to investigate the pattern of ride sourcing adoption among different age groups in Indonesia, represented by the three metropolitan regions. Using descriptive analysis and multivariate analysis (Principal Component Analysis), two distinct models were segmented according to age (under 25-year-old and over 25-year-old) and their characteristics that influence ride sourcing adoption were explored. The paper found some interesting patterns. Firstly, the average users of ride sourcing-based goods movement services are women under 25 years old, are college students, live in rented/boarding houses, have a high school degree or equivalent level of education, have 3 to 4 family members, on average have 2 cars and 1 motorcycle per family, have better access to shopping center facilities, educational facilities, restaurant, pharmacies or drug stores, main roads, medical facilities, pedestrian and cyclist facilities, and green open spaces, have a high time allocation for online activities or work/study, and have a high frequency of use of services for the food category before the pandemic. Secondly, comparing both age groups, 4 (four) types of ride sourcing services were formed among the groups in different ways, i.e., parcels; medicine and groceries; non-food; inner-city package and food service grouping were formed among the “under 25 years age” users; while the “above 25 years age” were grouping into users of medicines, groceries, non-food; inner-city parcels and out of the city packages; big parcels and out of the city letters; and foods. Thirdly, in both age group, the services of ride sourcing adoption were significantly correlated with socio-demographic factors like gender, employment status, income level, and ownership of a vehicle. Fourth, in both age group, the services were also positively and significantly impacted by increased time allocated for work and study, outside socializing, and online shopping. In contrast, a greater allocation of out-of-home maintenance had a negative effect. Fifth, in both age group, the services were significantly correlated with the different characteristics of the built environment. However, there were different pattern as well among the two groups such as for those over the age of 25, an increase in income will also result in an increase in service usage across all the services and the usage were in line with the high intensity of work/study from home. On the other hand, the under 25 age group tended to use all services more frequently if they spend more time for work or study.
... The origination of the internet is a driving force behind the development of online shopping, influencing consumer behavior and reshaping how individuals buy goods and services. Retailers are customizing products and services for young consumers, like Millennials and Generation Z, expecting their purchasing power to grow in the future (Dan-Cristian Dabija and Lavinia Lung, 2019). Digital marketing and communication play pivotal roles in aiding ecommerce businesses, enabling consumers to purchase products directly from sellers over the internet. ...
... Altun ve Karataş'ın 2021 yılında gerçekleştirmiş olduğu "Z Kuşağı ve İnternetten Alışveriş İlgilenimleri" başlıklı araştırmaya göre ise Z kuşağında yer alan tüketicilerin yaşları ve gelir düzeyleri ile aralarında anlamlı bir fark olduğu sonucuna varılmıştır (Altun & Karataş, 2021, s. 308). Dabija ve Lung'un da belirttiği gibi Z kuşağına ait tüketicilerin akıllı telefonlarını kullanarak sıklıkla çevrimiçi alışveriş yaptıkları ortaya çıkmıştır (Dabija & Lung, 2018). Bu bağlamda, Z kuşağı tüketicileri bilgi ve iletişim teknolojilerine hakim bir kuşak olarak zaman ve mekan sınırlaması olmadan, ürün ve fiyat karşılaştırmasını hızlı bir biçimde yaparak çevrimiçi alışveriş davranışı sergilemektedir. ...
İçerisinde bulunduğumuz dijital çağda etkileşimli ve görsel ağırlıklı bir ağ olarak karşımıza çıkan Instagram, özellikle genç dijital tüketicilerin dikkatini çekmekte, aynı zamanda girişimcilerin ve küçük işletmelerin bir satış platformu haline gelmektedir. Sürekli, etkileşimli, hızlı, ekonomik bir alışveriş deneyimi sunmak isteyen küçük işletmeler ve tüketiciler açısından kullanım kolaylıkları sağlayan Instagram alışverişi ve Z kuşağı bu çalışmanın ana izleğini oluşturmaktadır. Örneklemini Beykent Üniversitesi İletişim Fakültesi öğrencilerinden Z kuşağında yer alan 15 kişinin oluşturduğu ve yarı yapılandırılmış mülakat tekniği kullanılarak yapılan bu çalışmada, Z kuşağı tüketicilerinin Instagram alışverişini farklı ve kişiye özel tasarım ürünlere erişebilmek, daha ekonomik bir alışveriş deneyimi yaşamak, satıcı ile hızlı ve kolay bir biçimde iletişim kurmak, girişimcileri desteklemek, bireylere yeni bir ekonomi oluşturması gibi nedenler ile tercih ettikleri bulgulanmıştır. Bununla birlikte Z kuşağında yer alan dijital tüketicilerin güvenirlik ve gizlilik gibi konulara önem verdikleri, ürünlerin orijinal ve gerçek boyutlarda olması ile ilgili tereddütler yaşadıkları ortaya çıkan sonuçlar arasındadır.
... Accordingly, to the self-determination theory Ryan, 2000, 2012), the exploitation of online shopping could be proper support to achieve the autonomy to purchase goods and services people need, such as in a normal situation. The low frequency of purchases could be because digital natives are inclined to choose unique and attractive experiences to spend their money on rather than on material goods (Dabija and Lung, 2019), considering also that consumers in this category are mainly students with limited buying power. ...
Purpose
In the most recent years, social, innovative, economic and political changes in the European context have characterized consumers' behaviours. The paper aims to understand if the use of electronic commerce differs in a situation characterized by uncertainty.
Design/methodology/approach
An innovative approach to categorising online consumer behaviour considers the self-determination theory and basic psychological needs in an uncertain scenario. The research is based on a quantitative analysis obtained by clustering algorithms on a sample of 1,000 digital users in European countries. A structured questionnaire was administered online and distributed through the leading online social platforms and direct mailing.
Findings
The results show online activities during changes in consumer behaviour patterns and retailers' strategies. This research will allow online retail managers and practitioners to obtain important information to help them define appropriate customer-oriented strategic actions to enhance value in the electronic context for both customers and firms.
Originality/value
The innovation of this research approaches the categorization of online consumer behaviour by exploiting the self-determination theory in an uncertain scenario. Precisely, the novelty of this research is to highlight three detailed categories of electronic commerce consumers, namely, unwilling, halfback and digital, to collect, store and disseminate information about these categories of Online Consumers Behaviours.
... In addition, Anaya-Sánchez et al. (2020) confirmed that online brand community trust plays a significant role in intention to produce positive 'electronic Word of Mouth' (eWOM) and repurchase intention of products. Dabija and Lung (2019) also revealed Gen Z typically prefers shopping online with their smartphones. By incorporating a social aspect, social shopping networks make e-commerce engaging and help to consolidate the social experience with the experience of shopping. ...
Social media is an important part of young generations' digital lives and has become much more than a social connection tool. This research offers comprehensions into usage of social media among Gen Y and Gen Z and investigates the usage of social media's features such as socialization, information, entertainment, education, and shopping. Various previous studies are available which attempted to investigate the usage of social media by Gen Z and Gen Y independently. This study is the first that attempted to compare the usage between Gen Z and Gen Y. This is an empirical study comprising 293 respondents from Gen Y and Gen Z, who were selected purposively. The findings suggest that Gen Z use social media more than Gen Y for education, entertainment, shopping, and socialization whereas social media usage of both the generations for information seeking are equal. This study offers recommendations for companies from India to consider incorporating social media marketing actions to encourage their brands and products to specific age groups.
... Besides, online shopping also offers a wide range of benefits such as time saving, promotions, wide product range, and competitive prices, which greatly stimulates online purchase intentions [14]. Previous scholars have pointed out that part of the millennials and Gen Z are now categorized as an important shopping group, because most of them are proficient in the Internet and have high computer literacy [15]. Additionally, the consumption behaviour of Gen Z is also likely to be influenced by their parents, because both children (Gen Z) and parents (millennials) belong to the Internet Age. ...
With the emergence of the Covid-19 pandemic, people have been
forced to adapt to a “new normal” lifestyle.Working from home, virtual learning,
lockdowns, quarantines, and required face mask wearing in public are all part of
the new normal. In March 2020, many countries in the world went into lockdown
to prevent the spread of the virus,which led to the temporary closure of many businesses.
On the contrary, online shopping is growing rapidly as most people choose
to reduce shopping in brick-and-mortar stores due to movement restrictions and
safety concerns. Therefore, this study aims to propose a conceptual framework
to examine the purchase intention towards online grocery shopping after Covid-
19 pandemic. Based on the Theory of Reasoned Action (TRA) and Technology
Acceptance Model (TAM), six hypotheses are formed.
... Generation Z -Broadly speaking, people born between 1995 and 2010 [1]. In the United States alone, Generation Z spends around $143 billion per year, and their spending is increasing every year [2]. Moreover, Gen Z is a huge age group, not only they have occupied a high proportion of the U.S. population, but also in China, they are the age group that needs to be paid more attention to. ...
This study examines whether positive and negative news about celebrity endorsers affects the consumer behavior of Chinese Gen Z consumers. A quantitative research was conducted to measure Changes in Chinese Gen Z consumers’ attitudes, favorability, and purchase intentions before and after the time of positive and negative celebrity endorsement events. The results of the study show that whe a celebrity endorser has negative news, Gen Z consumers’ favorability towards the endorser and the brand as well as their purchase intention will be significantly reduced. On the contrary, when a celebrity endorser has positive news, there is a slight, but not significant increase in Gen Z’s favorability towards endorser and the brand, and their purchase intention.
... Therefore, researchers focus their research on these locations. The criteria in question were that the students belonged to Generation Z, individuals born in 1994Generation Z, individuals born in -2009 or aged around 13 to 28 years (Dabija & Lung, 2019). In addition, they should be Muslim. ...
Religious moderation is considered one of the crucial issues discussed by many parties. This circumstance is evidenced by varied rules and facts, making it an indicator of the nation's welfare. The lack of research that specifically addressed the correlation between religious moderation and psychological attributes was one reason why this study was conducted. Hence, the purpose of the present research was to determine the role of religious moderation on the life satisfaction of generation Z Muslim students. A quantitative design engaging a causal approach was employed to measure the significance of the role of religious moderation on the life satisfaction of generation Z Muslims. 453 respondents selected using the purposive sampling technique participated in this study. To collect the data, researchers administered two tested measuring instruments that indicated good psychometric properties. The regression analysis results revealed a significant impact of religious moderation on the life satisfaction of generation Z Muslim students. Meanwhile, the categorization of respondents confirmed that most of them had moderate and high levels of understanding of religious moderation. This study concluded that to achieve high life satisfaction, religious moderation could be considered an essential aspect of social life. Religious moderation should be considered as a strategy for everyone to behave and behave, especially with regard to religious interactions. Correspondingly, the findings could be implied as a reference for policymakers at Islamic educational institutions in forming an awareness of the importance of religious moderation among generation Z Muslims studying at Islamic universities in Indonesia.
... Persons born from 1981 to 1996 are known as Generation Y (Gen Y); meanwhile, members of Generation Z (Gen Z) were born between 1997 and 2012 (Dimock, 2019). Both generations are technological and media savvy and have a high rate of exposure to the Internet (compared to the older cohorts); however, their differences in experiences, attitudes, and preferences for online shopping significantly influence their choice of shopping types (Dabija & Lung, 2019). Before COVID 19, Gen Y was perceived as consumption-driven with greater purchasing power while Gen Z was associated with "online store disloyalty" and pragmatism in purchasing due to their extensive value comparison among e-stores (Lissitsa & Kol, 2016). ...
This study investigated the determinants of online shopping continuance intention of Generation Y and Z during the new normal. A conceptual framework, which was an extension of the Technology Acceptance Model, was empirically tested using partial least squares structural equation modelling, multi-group analysis technique, and the data collected from 847 Gen Y-ers and Gen Z-ers in Hanoi, Vietnam during March 2022. The results revealed that facilitators of repurchase intention included perceived usefulness, perceived ease of use, satisfaction, and environmental awareness while perceived risks of online shopping served as a barrier. Notably, the barrier was found to affect Gen Y’s repurchase intention more severely. Personalization was not directly associated with the intention but had strong indirect effects through perceived usefulness, perceived ease of use, and satisfaction. The risk of COVID-19 was not a predictor of online repurchase intention. Understanding of the continuance intention of online shopping among consumers from different generations in an emerging country during the new normal may aid to enhance the quality of decision-making. Specifically, platforms and sellers should adopt customized marketing programs towards Gen Y and Gen Z. Additionally, a user-friendly and informative purchasing process with personalized features should be formulated. Demonstrating online shopping as a green behavior would be useful. This study differs from earlier research by considering and comparing factors influencing the intention to keep shopping online of Gen Y and Gen Z in a developing country when the COVID-19 is well controlled.
... Generasi milenial (Berkup, 2014) adalah contoh yang tepat dan unik pada perilaku konsumen. Kehadiran internet dan teknologi membuat generasi ini banyak dicari oleh pemasar untuk memasarkan dagangannya (Dabija and Lung, 2019). Caranya pun macam-macam, bukan hanya melalui iklan televisi saja, namun sekarang ini perusahaan besar banyak mengalihkan dananya ke iklan yang ada di Youtube (Hanifawati et al, 2019). ...
Penelitian mengenai perilaku konsumen khususnya generasi milenial sudah banyak dilakukan oleh akademisi, dan kebanyakan dilakukan di wilayah perkotaan atau urban. Akan tetapi tidak semua generasi milenial hidup di wilayah perkotaan atau urban, adapula yang hidup di wilayah marginal yang terisolir dan miskin seperti di Kecamatan Mamboro, Sumba Tengah. Penelitian ini berusaha untuk melihat bagaimana perilaku konsumen di kecamatan Mamboro, Pulau Sumba yang merupakan daerah terisolir dan miskin. Teori yang digunnakan adalah teori perilaku konsumen. Paradigma yang digunakan adalah konstruktivis dengan pendekatan kualitatif serta menggunakan tehnik interview dan FGD. Metode pemilihan partisipan menggunakan purposive sampling yang melibatkan 66 orang, terbagi menjadi 2 gelombang. Komposisi partisipan terdiri dari 50 orang SMKN 1 Mamboro dan 16 Orang dari Kelompok karang Taruna Kecamatan Mamboro. Penelitian ini dilakukan dari bulan Juni hingga Juli 2019. Hasil yang didapat, perilaku konsumen di daerah miskin dan terisolir berbeda dengan daerah lainnya. Faktor sumber daya seperti uang dan lokasi yang terpencil membuat para partisipan berhati-hati dalam membeli barang. Selain itu adanya orang yang dipercaya seperti keluarga, teman dekat membuat proses pembelian online ini menjadi lebih mudah untuk dilakukan, mengingat lokasi partisipan yang terpencil.
... The figure demonstrates the exceptional customer loyalty to online shopping in China, considerably contributing to millennials as the tech-savvy group that specializes in online shopping. And in favour of online shopping, social media as an approach to digital marketing is genuinely targeted at millennials, according to marketing research [19]; [11], since marketers regard engagement of millennial customers and cultivating their loyalty as a priority among priorities [12]. ...
In China, millennials represent a sizable consumer segment with significant purchasing power. The fact that millennials are engaged on social media and eager to purchase online demonstrates this. Through the search and reading of relevant literature, this paper proposes that social media and online shopping behavior are inextricably linked, and that Chinese millennials are naturally the drivers of online shopping.
... One influential theoretical framework to approach the social media-user interactions is the uses and gratifications theory (U&G), which highlights the importance of individuals' social and psychological needs in shaping their motivations and, consequently, their communicative behaviors (Katz et al., 1973;Rubin, 1994;Papacharissi and Rubin, 2000;Abbas and Mesch, 2015). On one hand, previous studies indicated that Gen-Zs differ from their predecessors in many aspects of online motivations, such as being more desired for self-expressing and self-disclosing, online shopping, online enjoyment, memetic engagements, content-generating, and sustainable online behaviors (Hargittai, 2010;Turner, 2015;PrakashYadav and Rai, 2017;Dabija and Lung, 2018;Dabija and Bǎbuţ, 2019;Viţelar, 2019;Andronie et al., 2021;Hu and Cheong, 2021;Musova et al., 2021;Vǎtǎmǎnescu et al., 2021). On the other hand, the extent to which social media uses can satisfy Gen-Zs' online motivations depends on their affordances. ...
This study aims at contributing to literature by investigating characteristics of Generation Z's social media uses and gratifications and the moderation effect of economic capital. Specifically, we employed online survey as the main research method to examine the connections between the young generation cohort's online motivations, social media practices, and economic capital. A total of 221 Chinese Generation Z social media users were recruited in the survey. Results indicated that (1) Generation Zs have different social media engagements depending on whether they were connected for daily routine alternatives or socialization; (2) the young cohorts from upper-mid-income families demonstrated a more instrumental-rational habitus to use social media more frequently as a communicative tool than those from low-income families; and (3) motivations and family income interacted to influence Generation Z's social media practices (e.g., social capital accumulating and exchanging and self-expression). Findings here provide empirical reference to deepened understandings of the interactions between social media and digital generations, and their connections with digital social inequalities.
... Both Gen Z and millennials prefer online shopping to traditional brick-and-mortar stores. The convenience of browsing through products on mobile devices has been the main factor that has enticed young adults to shop online [7]. However, this greater convenience has brought an increase in people's susceptibility to spontaneously buy products. ...
Nowadays, many young adults who become independent lack the necessary financial knowledge and experience to succeed. This paper introduces a service called ListSmart which is aimed at helping young people create and manage shopping lists, save more on their purchases, and give them a seamless shopping experience in physical stores. Due to their lack of experience, they spend and save money inefficiently. We seek to design a smart shopping list application that can influence millennials and Gen Z and encourage them to build healthier financial lives. Through a user-centered design approach, we researched young adults and their financial behavior by reviewing existing literature, sending two rounds of surveys and user evaluations. From our research, we have created four main features: intelligent shopping suggestions, budgeting capabilities, the ability to link with local stores, and a list-sharing platform. With these features, we seek to explore how smart shopping lists budgeting tools can improve the financial lives of young people in the modern age.KeywordsSmart shopping listFinancial managementShareable platform
... On mobile devices, content is predominantly accessed via apps (up to 96% in some countries), with 88% of consumers using apps that provide key services (financial services and shopping) [57]. Given the widespread appeal of mobile devices and constant development of wireless networks, m-commerce is rapidly growing in popularity [31,58,59]. ...
The COVID-19 pandemic has impacted consumers’ lives and their shopping patterns, leading them towards mobile commerce. To address current shopping circumstances, an adapted UTAUT2 model aims to integrate trust and perceptions of the effects of the COVID-19 pandemic on consumers’ behavioral intention to rely on m-commerce during this period. The study proposes a research model which is investigated with the help of structural equation modelling in AMOS. Using the framework of a cross-sectional study, data were collected from an emerging market in Romania, where internet speed ranks 4th worldwide and where the yearly increase in internet and social media users is approximately 10%. By using confirmatory factor analysis and structural equation modelling, the research validates the applicability of UTAUT2 in examining consumers’ behavioral intent of using m-commerce during a pandemic. Hedonic motivation is the strongest predictor of consumers’ behavioral intentions to continue using m-commerce. The findings contribute to understandings of consumers’ behavior with m-commerce in an emerging market, extending knowledge based on the adapted UTAUT2 model and allowing for comprehension of the key role of trust and social influences in affecting consumers’ perceptions of the COVID-19 outbreak in relation to shopping patterns.
... Thus, Generation Z becomes an important decision-maker on how trade will progress, with individuals being users of technology, focusing on online shopping and high accessibility, and smartphones being "the most used device" [67]. Other studies also confirm this hypothesis [54,[68][69][70]. ...
E-commerce has gained momentum with the rapid development of technology, and nowadays, we are permanently connected, with constant access to information and a wide range of products. Not only does a desktop computer offer us this possibility, but the latest-generation tablets and mobile phones create a broad framework. This paper investigates Romanian consumers’ attitudes towards adopting mobile technology for commerce (m-commerce), taking into account its development in the last few years, especially among younger generations. The main objectives of the research are to identify the preference for m-commerce use among Generation Z, establish the ways and the devices used by Gen Z individuals to inform about the products and services and order them, and analyze the factors influencing the use of m-commerce applications. The research methodology consists of conducting an empirical analysis using a distributed survey among youngsters from Generation Z in Romania. We used descriptive statistics, such as the analysis of frequency and the mean of variables, artificial neural network analysis (ANN), and multivariate analysis of variance (MANOVA), to validate the hypotheses. The research results indicate a solid inclination for m-commerce among Generation Z. The results are helpful for companies that can shape their marketing strategies to boost their sales using m-commerce channels among the younger population.
... Besides, both generations still prefer shopping in brick-andmortar stores to online shopping. In contrast, Gen Z mostly prefers shopping online with their smartphones, and Gen Y shops online reasonably frequently, and services are purchased exclusively online by Gen Z (Dabija & Lung, 2019). The Internet has become a platform for transactions between consumers and new start-ups in the local and global markets around the world, with the ability to buy and sell products and services at any time and from anywhere (Remie, 2019). ...
In the rapid development of technologies, the number of users accessing the Internet is rapidly increasing. Many businesses are now expanding their operations through digital media and online commerce platforms. Digital media commerce is defined as a business that is assisted by the Internet to increase the productivity and profitability of a company that revolves around e-commerce. Malaysia is one of the potential countries for digital media commerce as we have a large crowd of internet users which are dominated by the younger generation, especially Generation Z. These groups of people are technology savvy and are more prone to using the Internet. However, the growth in online purchases in Malaysia is still slow compared to the global trend. Hence, by understanding their online purchase expectations and intentions, it can help businesses to improve their business strategy and cater strictly to Generation Z needs. It can also assist online retailers in providing customers with the same assurance that they have when they purchase from physical stores. From the findings, trust, security, and service quality are found to have significant influences on Generation Z's online purchase intention.
... Those self-expression characteristics of Gen Z are clearly shown in the consumption market. After perceiving Gen Z as a new consumption power, to meet their needs, the online consumption market is taking an active attitude such as developing quick distribution services and personalized bidirectional communication services based on digital technology [14]. ...
The purpose of this study was to analyze the relations of conspicuous consumption tendency, self-expression satisfaction, and SNS use satisfaction of Gen Z through SNS activities. For a week from 17–23 March 2021, an online survey was conducted targeting the enrolled students of university in Chungcheongnam-do. Out of a total of 398 questionnaires, a total of 394 questionnaires (98.9%) were used for the final analysis after excluding four questionnaires with low reliability. This study was analyzed using SPSS by IBM 23.0(New York, NY, USA) and AMOS 21.0 (New York, NY, USA). In the results of this study, first, the factors such as imported goods/famous brands, high-priced articles, and status symbol except for pursuit of trend of conspicuous consumption tendency had significant effects on the self-expression satisfaction. Second, the factors such as imported goods/famous brands, high-priced articles, and status symbol except for pursuit of trend of conspicuous consumption tendency of Gen Z through SNS activities had significant effects on the SNS use satisfaction. Third, the self-expression satisfaction of Gen Z through SNS had significant effects on the SNS use satisfaction.
... The use of Internet-based commerce has rapidly increased due to the recent advancement of mobile technology [1]. This includes the use of smartphones to perform mobile commerce (m-commerce) [2][3][4]. Global m-commerce sales tripled from USD 1 trillion in 2016 to USD 3 trillion in 2020 and are expected to reach USD 3.56 trillion in 2021 [5]. In Malaysia, the e-commerce market is valued at USD 4 billion, of which, USD 1.9 billion is from m-commerce. ...
This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building mechanisms, this study explored the importance of the institutional mechanisms and their moderating effects between trust in the vendors and intention to adopt m-commerce. Traditionally, the effects of institutional mechanisms on trust and adoption intention have been considered separately in different study contexts. The purpose of this study was to extend the literature by simultaneously exploring two institutional mechanisms that are conceptually highly similar to each other, namely, structural assurance (SA) and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). A self-administered survey was used to collect data, which were analyzed using partial least squares structural equation modelling (PLS-SEM). The results revealed that most of the constructs examined have significant relationships with the intention to adopt m-commerce. Additionally, PEEIM exhibits a significant moderating effect but SA does not. This study delineates how trust-building mechanisms play important roles in increasing consumers’ confidence in order to promote m-commerce adoption.
... The exponential development of technology, especially internet technology (Durlauf 2019), has deeply increased the population's dependence on online media. The Internet has established new media usage behaviors (Davies et al. 2020) in terms of time and space (Abrate et al. 2012;Dabija and Lung 2019). Consumers have invested more and more of their daily time into digital media, and enjoy the interaction with suppliers anywhere across the world at any time (Mangold and Taken-Smith 2012;Dabija et al. 2017;Pop et al. 2020). ...
As a dynamic way to raise funds for professional and private projects in recent years, crowdfunding has made tremendous progress, especially through online platforms. However, research on this subject is still young, leaving room for different perspectives. We therefore approach the marketing mix adaptability of online crowdfunding platforms and its impact on campaign efficiency and company strategy in two major economies: Germany and China. With the help of case examples based on secondary data, we performed an in-depth analysis of the 4E marketing mix benefits on crowdfunding, highlighting best practice approaches. We critically discuss the 4Es marketing mix approach, focusing on experience, value exchange, and marketing scales, and clarify the compatibility between crowdfunding and 4Es to better understand how these theories are applied to crowdfunding activities. As a result, the suitability of the 4E marketing mix adapted to crowdfunding needs is shown. From a market-oriented perspective, managers of crowdfunding platforms, as well as project owners from Germany and China, will be better able to attract their target audience by applying the 4E adaptation provided.
This study aims to reveal the effects of disinformation and perceived trust of individuals classified as Generation Z in social media news on their motivation for news consumption. To that end, this study employs quantitative research methods to test hypotheses. The sample is determined as Generation Z aged 18 and older residing in various cities across Türkiye. Using a survey to collect data, this study gathered a total of 337 surveys from 06/15/2024 to 06/25/2024 through online and face-to-face communication. The findings show that Gen Z individuals' perception of misinformation on social media is high for fake news and low in terms of challenge competence, and that they need verification to trust news on social media and trust their personal environment. This study concludes that the motivational elements for news consumption that most affected the perceived disinformation and trust of social media among Gen Z are the dimension "technical facilities and convenience" and "rich and optional content".
Purpose: Generation Z is known for their affinity for social media and digital communication. In Türkiye and Croatia, they represent an important consumer group, particularly in the context of influencer marketing. This paper aims to investigate factors that influence the intention to follow influencers within Generation Z in these two countries, as well as to observe and discuss possible differences between these countries regarding influencer marketing.
Methodology: Based on a literature review, three potential factors have been identified: the perceived power of influencers, perceived ease of interaction with influencers and conformity. Their influence has been tested with regression analysis. In addition, descriptive statistics, comparative analysis and regression analysis were performed.
Results: The proposed model explained a total of 45.5% (CRO) and 42.3% (TUR) of the variance. The results show a statistically significant positive influence of Perceived power of influencers (PPI) in both countries on Intention to follow influencers in Generation Z (INT) and a positive influence of Perceived ease of interaction (PEI) on the Croatian sample.
Conclusion: In both countries, influencer marketing has become an important and even unavoidable marketing tool for reaching out to the Generation Z. They are familiar with the term and accept influencers as a credible source of information. While the reasons for choosing a specific influencer are similar, there are some differences in the perception of the ease of interaction as well as in the platforms they use, which is grounded in cultural, economic and social reasons.
The proliferation of digital technologies has made a huge impact on the development of consumers' behavior and purchasing habits. If to consider the rising presence and the role of centennials in the market, it is highly important to comprehend their preferences and consuming behavior. The primary purpose of this article is to examine the increasing role and impact of Instagram on the impulsive purchase of fashion items in the context of generation Z in Kazakhstan and to identify what kind of stimuli may affect the spontaneous decisions of centennials on buying apparel items. The methodology comprises six focus groups with 39 participants and an online survey which involved 106 centennials. The research was conducted in Almaty city among the population Z aged 18 and 22. The results indicate a prominent influence of Instagram in the everyday activities of respondents; moreover, it showed a positive correlation between this platform and the motivations of centennials to buy impulsively. The following results were obtained: 1) activities of fashion brands and friends' recommendations on Instagram act as stimuli on young consumers from generation Z; 2) activities of fashion brands and friends are likely to trigger positive reactions among centennials; 3) positive emotions derived from Instagram mainly can influence on centennials' impulsive purchases of fashion items. The outcome of this research can be helpful in the marketing departments of companies to understand the centennials' consuming habits and their use of social networks.
Generation Z has emerged as one of the most mystifying consumers as they are tech-savvy, digitally connected and educated users of technologies in the marketplace. Their cognitive power and social media networking have made them the market mavens who possess a wide range of information and consumer knowledge about many dimensions of the markets. To be the leader in the marketplace where so many options are available due to the free trade economy, marketers have to escalate their know how about their customers if they want to capture the attention of this segment of the market. The chief objective of the study is to find the social media influence on generation Z buying behavior, specifically from the angle of social influence and technology. A sample of 150 respondents was approached for a survey using a structured questionnaire. The results of this initial study indicate that Generation Z shoppers are coming up with unprecedented shopping habits and preferences. This research will adopt a quantitative approach and results showed that some of the most classical influential factors such as product features, price consciousness and family recommendations and social media influencers have a significant effect on the buying behavior of this generation Z. However, the results indicate the influence of computer literacy, peer and social influence and social media identity on the purchasing decision of Generation Z. The results of this study can be utilized to assist in predicting potential consumer adoption behavior and in designing favorable shopping environments that are compatible with these specific consumer traits
Günümüzde bilgi ve iletişim teknolojilerinin gelişimi, pazarlama alanına da yansımıştır. Çevrimiçi satın alma davranışı yaygınlaşarak tüketim algısına farklı bir boyut kazandırmıştır. Teknoloji ile büyüyen Z kuşağı, bugünün ve geleceğin önemli bir tüketici kesimini oluşturmaktadır. Bu çalışma; Z kuşağının sosyal medya kullanım alışkanlıklarına ve FoMO duygularına odaklanarak bu unsurların çevrimiçi satın alma davranışı üzerindeki rolünü ortaya koymayı amaçlamaktadır. Çalışmada Z kuşağından oluşan 594 kişi üzerinde gerçekleştirilen alan araştırması bulgularına yer verilmiştir. Bulgular neticesinde; Z kuşağının günlük sosyal medya kullanım süresi ve amaçları ile internetten alışveriş yapmaları arasında anlamlı bir ilişki bulunmuştur. Ancak Z kuşağının internetten alışveriş yapması, alışveriş yapma sıklığı, aylık alışveriş tutarları ile FoMO arasında bir ilişki bulunamamıştır. FoMO duygusu, Z kuşağının internete her erişimde sosyal medyaya bağlanma, günlük internet kullanım süresi, sosyal medyayı kullanım sıklığı, günlük sosyal medya kullanım süresi ile anlamlı bir farklılık gözetmektedir. Bu nedenle sosyal medyanın FoMO duygusunun yaratılmasında etkili bir şekilde kullanımıyla çevrimiçi satın alma davranışı gerçekleştirilebilecektir.
The study aims to analyze the characteristics of online shopping behavior of young people (Gen X) in Vietnam and point out the potential impacts of this behavior on sustainable development in big cities of Vietnam. To achieve this objective, comprehensive literature will be reviewed to understand the online shopping behaviors of Generation Z and the relationship between online shopping and sustainable development goals in Vietnam. A systematic approach was adopted to search for official studies and reports in both English and Vietnamese on the theoretical basis and the practice of online shopping of Gen Z in Vietnam. Then, the document analysis technique is used to review and assess documents - both printed and electronic materials. The research results are expected to provide insights for businesses, policymakers, and stakeholders to attract younger consumers and orient this customer group towards more sustainable online shopping in Vietnam.
One of the most significant achievements of Information Communication Technology (ICT) in commerce is e-shopping, which changes shopping behavior in the retail sector. This research examines how Generation Z’s perceptions of e-shopping benefits and drawbacks and A qualitative method through in-depth interviews and a quantitative method via a questionnaire survey is employed to assess the Generation Z-ers’ attitudes, perceptions, and psychology toward the benefits and drawbacks of e-shopping and their intention of choosing this channel for repurchasing. PLS-SEM will be associated to discover the relationships between Generation Z-ers’ psychological ownership, perceptions of e-shopping benefits and drawbacks, and their online repurchase intention. Findings suggest that Generation Z-ers’ online repurchase intention is due to perceived benefits, psychological ownership, and is regardless of perceived drawbacks. Furthermore, as a moderator of the effect of perceived drawbacks on repurchase intention, psychological ownership may lessen the Generation Z-ers’ concerns of e-shopping drawbacks and enhance their online repurchase intention.
Online food ordering applications have become widely used recently. Its popularity is getting higher, especially among Generation Z, which is known to be the most familiar generation with information technology applications. This study aims to examine the preferences of Generation Z consumers and the most considered factors in purchasing food product using Gofood and Grabfood online food ordering applications. An online survey of 100 generation Z respondents was carried out through the google form application. Descriptive analysis, T-test and one-way ANOVA were used to find out the most preferred online food ordering application and the most considered factors in purchasing food products using Gofood and Grabfood. The results showed that Gofood is the most preferred application by Generation Z. Furthermore, trust is the most considered factor in using Gofood application while practicality, promotion and trust are the major factors of Grabfood consumers preferences.
The topic of this paper is food choice motives of generation Z in Serbia. Generational cohort is used as a theoretical perspective, as the research is focusing on specific generational cohort. The aim of this research is to understand the characteristics of generation Z and their food choice motives. A Food Choice Questionnaire (FCQ) was used for analyzing generation Z's motives. A survey was used for data gathering. The sample consists of 287 students, from three universities from Serbia. The results are presented based on descriptive statistics, statistical testing and principal component analysis. The most important food choice motives identified are: sensory appeals, health and nutritional food attributes and convenience of preparation. The study revealed that generation Z in Serbia has some common features, as recognized in developed countries, but shows one interesting divergence, regarding the undervaluation of ethical factors. Managerial implications from the perspective of a marketing strategy are discussed.
This study investigates residents' attitudes to tourism impacts (marketing, culture etc.) on Fruška Gora Mountain (Serbia), within the larger framework of economic impacts. The correspondence analysis of the perception of local residents showed that residents have a generally positive attitude towards the development of tourism considering its economic aspects, and then the desk study show edjustification of positive attitudes, thus confirming the main hypothesis. According to the analysis of the opinions of the local residents, it was found that the local residents positively perceived economic impact of tourism in two aspects: through increase in number of employees (employment and self-employment) as well as through the development of the community. The development of tourism in any destination in evitably leads to an increase of domestic and foreign investment, which then leads to the construction of infrastructure and suprastructure facilities, the introduction of various tourist taxis, and if it is possible, as it is the case with Fruška Gora Mountain, it can lead to a successful cross-border cooperation.
Mobile usage has increased extensively in the emerging countries, especially India. It is the largest country in the world where the mobile users are increasing dramatically on a monthly basis. Mobile phones are primarily used by the young (Gen Y) in India and 50% of its population is under 25 years of age. This provides immense opportunities to marketers to cater to this segment. This paper explores the studies of different types of generations as it helps in understanding the emergence of Generation Y. The purpose of the study was to comprehend the nuances of Generation Y for effective mobile marketing. The authors found seven parameters, such as nature of communication, readiness to purchase, media consumption, nature of information related to brand, brand consciousness and classification of consumers, after extensively studying all the generations. These parameters vary in all the generations. They are very helpful in developing effective mobile marketing approaches. The authors found that Generation Y has high spending power, believes in amusement, has high aspirations and desires, and needs very creative, engaging and customized messages on the mobile phone. [ABSTRACT FROM AUTHOR]
Faced with an array of scandals and challenges caused by environmental pollution and exploitation of workers, apparel retailers are often compelled to re-think their strategies in compliance with environmental governance, and to implement specific measures aimed at environmental protection and preserving resources. By adopting green-based strategies to reach their target segments, retailers seek not only to capture the attention of different consumer generations, but also to inspire loyalty and encourage them to re-visit stores. Based on the generational theory and by means of quantitative research addressing four consumer generations in an emerging market, the authors highlight the extent to which clothing retailers are able, by adopting green strategies and consistently implementing environmental protection actions, to attract mainly young consumers to their stores, encouraging the sharing of peer recommendations, increasing purchasing behaviour and invoking loyalty. The article highlights the contribution of green marketing strategies in developing consumer loyalty in an emerging market by offering retailers the possibility of deepening their understanding when approaching different consumer generations.
Consumer behavior in retail is changing due to the adoption of technologies such as the Internet and the smartphone. This study focuses on studying the relationship between young consumers’ decision-making styles and their propensity to shop clothing online with a smartphone. The Consumer Styles Inventory (CSI) is used as base for a survey with young adult students. The results indicate that four out of eight CSI measurements, namely brand consciousness, fashion consciousness, impulsiveness and recreational shopping behavior, positively correlate with the respondents’ frequency to look at and/or buy clothing online with a smartphone. These findings are important for retailers that strive to increase economic earnings from mobile technology solutions. Managerial and practical implication are discussed, together with future research.
Retailing is witnessing a transformation due to rapid technological developments. Retailers are using smart technologies to improve consumer shopping experiences and to stay competitive. The biggest future challenge for marketing and consequently for retailing seems to be generation Z, since members of this generation seem to behave differently as consumers and are more focused on innovation. The aim of this paper is to explore Generation Z consumers’ current perceptions, expectations and recommendations in terms of their future interactions in smart retailing contexts. To do so, we used a qualitative approach by conducting a series of semi-structured in depth interviews with 38 university students-consumers in the UK market. The findings showed that smart technologies have a significant influence on generation Z consumers’ experiences. Moreover, this particular group of consumers expects various new devices and electronic processes to be widely available, thus offering consumers more autonomy and faster transactions. In addition, they expect the technology to enable them to make more informed shopping decisions. Interviewees also stressed the importance of training consumers how to use new smart retailing applications. In addition, some of the participants were sceptical about the effects of further advancing smart retailing on part of the job market. Relevant theoretical and practical implications are also provided.
Every generation has it's own characteristics. They have been affected by the changes of world and vice a versa they changed the world. Soon a new generation will rule the world and we have to prepare for it. Huge amount of information is now as distant as a cellphone. The old standards and ways should be redesigned and adapted to the new demands. The pessimistic point of view towards the millennial generation evaluates them as lazy, irresponsible, impatient, apathetic, selfish, disrespectful and even lost. But from the optimistic view they are labeled as open minded, social, innovative, energetic, ambitious, confident, motivated and smart. There seems to be one common idea; they love to buy. Consumer behavior is the main field and source for Customer Relationship Management (CRM) programs. It is important to evaluate and understand the patterns and motives behind shopping attitude. The main purpose of this research is to find out if the shopping patterns of the millennials are different from other generations. The secondary purpose of the study is to analyze if brand loyalty of millennials is associated with any other elements related to purchasing behavior.
This study examines online search pattern and buying behaviour in Malaysia. Malaysian consumers search moderately for product/service information with company websites being the most popular mode of searching. Books, airline tickets, and hotel room booking are the products and services commonly purchased to satisfy self-fulfillment and affiliation needs. Respondents who have online purchase experiences have a higher intention to make online purchase in the future. There is no gender difference in terms of the frequency of online search and purchase as well as the type of consumer needs being satisfied over the Internet. Implications of the research findings and suggestions for future research are discussed.
The internet has created a revolutionary impact in everyday communications and transactions. It is considered the fastest growing mode used to shop. Internet shopping is also referred to as online shopping. Online shopping is a fast and efficient way for consumers to purchase products and services. The purpose of this research is to provide insight into issues related to online shopping. A survey was carried out among the public comprising of “Baby Boomers”, Generation “X” and Generation “Y” to identify their perceptions of online purchasing and the challenges they face with online purchasing. The results indicated that social factors have a significant relationship with online purchasing behavior of the three generations. The results also indicated that the challenge that is found to be most significant by the three generations is the risk of credit card transaction. It is recommended that further research can be done to study the relationship between gender and online purchasing behavior with a focus on the Malaysian scenario which is unique in its diversity of population.
While the last decade has seen increasing interest in the smart city phenomenon from both scholars and practitioners, little attention has been paid to what extent retailing might be considered as part of smart cities, with benefits for all the actors involved in the process. In fact, retailing is subject to a radical innovation force that makes available several technologies that can be successfully applied. The extensive use of advanced systems gives rise to new questions concerning the smart use of technologies. Moreover, the application of advanced technologies is part of a trend towards the creation of smart cities for a better urban society. In this scenario, the idea of smartness goes beyond the concept of application of new technologies by also including more important dimensions, such as organizational structure. Hence, our work aims at identifying what can be considered smart for retailing, in terms of features of smart technology for retailing, and the challenges emerging from the adoption of such smart technologies.
Nowadays retailers are often dealing with a series of major challenges: the heightened competitive strain, the demand for organic products, the preference for retailers own brands and for premium products, the focus on cheap products etc. As a result of this versatile customer behaviour, the possibilities for developing client loyalty and retaining to a certain chain, a retail brand or a store have become increasingly difficult; hence, companies have had to constantly innovate their strategies of attracting and binding clients. The authors have engaged in documenting various actions and measures undertaken in the spirit of sustainable development in both European and Romanian retail, and in drafting an empirical study of the impact that these actions have on binding clients.
Purpose ‐ The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment. Design/methodology/approach ‐ A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty. Findings ‐ Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty. Practical implications ‐ The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created to develop a relationship between the brand and the customer and positively influence brand loyalty. Originality/value ‐ This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.
The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendall's (198654.
Sproles , GB and
Kendall , EL . 1986. A methodology for profiling consumers' decision making styles. The Journal of Consumer Affairs, 20 (2): pp. 267–279 View all references) Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.
Millennials have heavily influenced social media's evolution into an important source of product information. They are increasingly basing their product evaluations on information gathered from online reviews. Thus, companies targeting Millennials may wish to pay heed to online reviews. Which products are affected by Millennials’ online reviews? Do the reviews tend to be positive or negative? Where do Millennial customers look for information amongst the plethora of online venues? As presented herein, a survey of 227 Millennials reveals that this generation is undeniably posting reviews online and being influenced by these reviews. Respondents show a definite preference for two online venues, Facebook and company websites, when voicing their opinions. Reviews are broken down by positive and negative comments, and how product categories fare for each type. Contrary to popular thinking, the respondents were more prone to post positive reviews than negative reviews. Males voice their opinions online significantly more often than females, and specific gender differences are observed by product category. Recommendations are provided for selling to Millennials by leveraging online reviews.
Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors. Accordingly, many companies are reaching out to multi-generational consumers and trying to understand and gain the attention of these diverse buyers. Multi-generational marketing is the practice of appealing to the unique needs and behaviors of individuals within more than one specific generational group, with a generation being a group of individuals born and living about the same time [1]. This means that marketers need to understand the six U.S. generations: Pre-Depression Generation, Depression Generation, Baby Boomers, Generation X, Generation Y, and Generation Z. When a marketer factors in the different characteristics and behaviors of the generations, it should be easier to build relationships, gain trust, and close business. [2, 3] As such, an understanding of multi-generational marketing is very important to the marketer. The purpose of this paper is to describe briefly the U.S. generations in terms of the times in which they grew up as well as the characteristics, lifestyles, and attitudes of the group. However, the primary focus of the paper is to describe various marketing understandings and strategies appropriate to each generation’s characteristics and behaviors, particularly in terms of segmentation, products and services, and communication.
For companies to realize the benefits of recent innovations in customer interface technology, they need to understand the
value consumers place on technology as part of the shopping process. A national survey of 2,120 online consumers was conducted
to explore how people want to shop in both online and in-store environments and determine how interactive and conventional
media work together to move consumers through the purchase process. The study investigated 128 different aspects of the shopping
experience, from common elements to recent innovations. The results indicated that consumers are generally satisfied with
the convenience, quality, selection, and value provided by retailers today. They are less satisfied with the level of service
provided, the availability of product information, and the speed of the shopping process. The findings suggest that new technologies
can enhance the shopping experience, but applications must be tailored to the unique requirements of consumer segments and
product categories.
Online travel agencies face increasing levels of competition and, thus, experience an ever greater need to evaluate the effectiveness of their Web sites. This study examines the influence of perceived Web site quality on willingness to use online travel agencies. Six core dimensions were identified and empirically tested regarding their impact on behavioral intentions using a survey of 311 local residents in the United States. Ease of Use was found to be the most important dimension in determining Willingness to Use, followed by Information/Content, Responsiveness, Fulfillment, and Security/Privacy. No significant relationship was found for Visual Appeal. Implications of the results for online travel agency Web sites and future research are discussed.
Organizations are currently facing the retirement of many older workers and the challenge of recruiting and retaining young talent. However, few studies have empirically substantiated generational differences in work values. This study examines the work values of a nationally representative sample of U.S. high school seniors in 1976, 1991, and 2006 (N = 16,507) representing Baby Boomers, Generation X (GenX), and Generation Me (GenMe, also known as GenY, or Millennials). With data collected across time, these analyses isolate generational differences from age differences, unlike one-time studies, which cannot separate the two. Leisure values increased steadily over the generations (d comparing Boomers and GenMe = .57), and work centrality declined. Extrinsic values (e.g., status, money) peaked with GenX but were still higher among GenMe than among Boomers (d = .26). Contrary to popular press reports, GenMe does not favor altruistic work values (e.g., helping, societal worth) more than previous generations. Social values (e.g., making friends) and intrinsic values (e.g., an interesting, results-oriented job) were rated lower by GenMe than by Boomers. These findings have practical implications for the recruitment and management of the emerging workforce.
PurposeThe purpose of this article is to provide a contextual overview that illustrates and illuminates some of the defining characteristics
of the Millennial generation. This study offers a framework for understanding the most compelling issues organizations face
in their efforts to effectively incorporate the generation currently entering the workforce.
Design/Methodology/ApproachThis is a review and commentary that links together current research on Millennials in the workplace into a cohesive narrative,
supplemented by several short business case studies and the authors’ own research, insights, and experiences working with
Millennials in a university.
FindingsThis article explores the ways in which college-educated members of the Millennial generation approach the world of work,
especially in the context of their particular relationships with technology and institutions. Drawing on our experience as
educators, we share our observations, along with those of others, highlighting organizational best practices when we have
encountered them. We have grounded our thinking in the context of research and surveys about this population, including our
own work, and examined the particular behaviors that seem to be most relevant to the tasks of recruiting, managing, and developing
the generation now entering the workforce.
ImplicationsWhile cross-generational workplace tensions are neither new nor likely to dissipate, we believe that additional insights gained
by exploring this complex and sometimes paradoxical generation will facilitate the ability to tap into their many abilities
and talents.
Originality/ValueThis article sets aside the question of whether there are genuine differences in values across generations and instead examines
two compelling factors that differentiate Millennial behaviors in the workplace. The first is their incorporation of technology
as a “sixth sense” and as a fully integrated means of interacting with the world. The second is their expectation of organizational
accommodation, stemming from their prior experiences and the degree to which institutions have made themselves malleable to
the needs and desires of this cohort. Although much has been written about Millennials in the workforce, this approach provides
a unique and nuanced understanding of the genesis of certain sets of behaviors and expectations.
KeywordsGenerational differences-Millennials-Workplace interaction-Technology-Organizational culture
Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in International Journal of Retail & Distribution Management, published by and copyright Emerald. Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision-making groups, namely: “recreational quality seekers”, “recreational discount seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money conserving”. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.
Despite the collapse of the so-called digital economy, the Internet has developed into an established channel of distribution. Although Internet usage continues to grow at a significant pace, online retail sales of products and services lag behind considerably. This paper focuses on the underlying motivational factors that inhibit consumers from online purchasing, based on a review of current literature and the empirical findings of a survey among Internet users in Switzerland. Four distinct barriers to online shopping that exist between buying and non-buying Internet users were identified. Implications for the marketing management of online shopping channels are derived.
Marketing academics and practitioners agree on customer experience as a means for differentiation. The customer experience is challenging for retailers because it is influenced by elements which the retailer can control and elements which are beyond their control. This paper deals with the in-store customer shopping experience of a supermarket and found that merchandise assortment, interaction with staff and the internal shop environment and customers’ in-shop emotions have a strong positive and significant relationship with cumulative customer satisfaction. Customer satisfaction has a strong positive relationship with repatronage intentions. A comparison of the current study's findings with those of two similar earlier studies yielded considerable differences. The major contributions of this study are firstly the identification of differences over time of the elements of an in-store customer shopping experience in a supermarket and the role of positive emotions that are caused by supermarket shopping environments.
When targeting consumers, retailers have to increasingly rely on ethical principles, motivated by the need to achieve a favourable competitive position in their minds, exhibit a sustainable behavior and ensure the aesthetics and durability of sold merchandise. Business practices such as exploitation of labour, environment pollution, enforcing inhumane working conditions etc. are sanctionable worldwide and are key factors for individuals when taking buying decisions.
Based on a cross-generational empirical analysis in an emerging market, the paper examines their perception level towards ethical principles implemented by fashion, footwear and sportswear retailers when defining a sustainable strategy. The results clearly show that retailers concerned about respecting ethical principles on emerging markets, where consumers tend to be even more riguruos in their judgments of retailers actions and strategies. Regardless of their age, consumers select retailers which implement sustainable strategies, e.g. regarding reduction of pollution, selling green or environmentally friendly products, respect employees and working conditions etc.
The progress of mobile communication, the advent of electronic gadgets and portable devices, the development of the Internet and social networks, etc. have brought about a profound change in the way people, especially young people, seek information so as to make the best decisions when purchasing products, brands, services, etc. Millennials/Generation Y members (people born between 1980/1981 and 1994/1995) and Generation Z members (people born between 1994/1995 and 2010) spend more and more hours daily in the virtual environment, listening to music, playing games, communicating or exchanging information and impressions. Gen Xers (people born between 1965 and 1979/1980) also use the digital environment to seek information about the characteristics of products selected during the purchasing process, but in parallel with traditional channels of communication, which they continue to heavily rely upon.
Being aware of these realities, the authors conducted an exploratory empirical study of Generation X, Y and Z members in an emerging market (Romania), which highlights the way these generations identify the products that best suit their expectations and preferences. In their study, the authors set to identify the relevant factors that determine the use of social networks by the three generations of consumers to communicate and seek information, as well as the connection between social media communication and information seeking, and the use of personal sources of information (family, friends, colleagues, other consumers) during the buying decision-making process.
This book contends that beneath the frenzied activism of the sixties and the seeming quiescence of the seventies, a "silent revolution" has been occurring that is gradually but fundamentally changing political life throughout the Western world. Ronald Inglehart focuses on two aspects of this revolution: a shift from an overwhelming emphasis on material values and physical security toward greater concern with the quality of life; and an increase in the political skills of Western publics that enables them to play a greater role in making important political decisions.
This paper advances the theoretical understanding of online customer experience in the context of e-shopping. Due to the multidisciplinary nature of experience, the relevant prior theories and definitions vary. This paper explores what an online shopping experience is as constructed by consumers, using their own words. Adopting Kelly’s (1955) personal construct theory (PCT), twenty-three repertory grid interviews were conducted and analysed using multi-coder qualitative content analysis (with an inter-reliability score of 76%). The findings highlight the fluid nature of experience and its construction (emotional, perceptual, situational and behavioural). The variations in meaning explored in otherwise mutually agreed abstractions of what an experience is suggest a need for a strong emphasis on the individualistic dynamic nature of experience, both in theoretical and methodological terms. Accordingly, the paper contributes to theory by adopting a holistic approach that allows a definition of experience from the user’s perspective, thus challenging current perspectives on the online shopping experience, and particularly on the emotion, risk perception and situational variables. Key managerial implications for online businesses are provided by highlighting the importance of finding better ways of managing the individualistic experience by focusing on dynamic customer journeys.
When targeting various generations of consumers, and especially when designing an offer for these consumers, fashion, footwear and sportswear retailers have to increasingly take into account ethical principles, motivated by the need to achieve a favourable competitive position, exhibit a sustainable behavior and ensure the aesthetics and durability of goods (Cooper, 2005). Many business practices (exploitation of labour, environment pollution, enforcing inhumane working conditions etc.) are sanctionable in most countries of the world.
When approaching the international market, retailers have to rely on various sustainable actions. Therefore the authors highlight actual measures undertaken by fashion, footwear and sportswear retailers when designing a sustainable strategy. A second goal of the paper is represented by a cross-generational analysis of 952 Romanians perceptions towards retailers’ ethical and sustainable strategy.
Results show that retailers are more and more concerned of ethical principles when approaching consumers on an emerging market, such as Romania, as well as relying on sustainable procedures and standards. Regardless of their generation, consumers select retailers which contribute to the reduction of pollution, sell green or environmentally friendls products, respect employees and their working conditions.
Although retail atmospherics has been an active area of study, a glance around a typical mall indicates many retailers still do not actively differentiate their retail environment from competitors. This is likely due to retailers considering the atmospheric elements (lighting, music, etc.) individually and making decisions regarding the elements based on what is “standard” for their customers, merchandise, and format. This approach leads to very little differentiation and fails to consider that today’s consumer is often expecting a more multi-sensory, interactive, and holistic shopping experience. This paper considers an alternative approach, where a brand dictated “theme” is used to guide the manipulation of the atmospheric elements. This allows retail brands to break free from standard design to create a more interactive, immersive, and authentic environment. Outcomes include increases in shopping enjoyment, positive brand attitudes, and brand loyalty. T-tests are utilized to compare the two approaches within both the apparel (Study 1) and restaurant (Study 2) industries.
This study provides a comprehensive secondary-based synthesis of previous studies on the profile and patterns of consumption of Generation Y, their consumption experiences and the role of information communication technologies and social media in determining their emerging patterns of behaviour at visitor attractions. The paper concludes by advancing a management-oriented attraction research framework specific to Generation Y with a set of research propositions proposed to stimulate further research and management action on this specific and highly influential generational cohort. Copyright © 2013 John Wiley & Sons, Ltd.
Male shoppers are recognized as an important and distinctive market segment. While initial steps to categorize and classify male shoppers have been taken, the majority of existing empirical research considers male shoppers as a single, homogeneous market segment. Recognizing that our understanding of male shoppers can be improved by identifying smaller, more homogeneous sub-segments, this exploratory study uses Generational Cohort Theory (GCT) as a framework to examine the shopping orientations of US men across four different generational cohorts: the Silent generation, the Baby Boomers, the 13th Generation, and the Millennials. The findings of this study support the use of GCT as a market segmentation tool for male shoppers and provide insight to help retailers understand how men in the four cohort groups approach shopping. Specifically, the findings suggest that male shoppers in the Millennial generation exhibit significantly higher levels of shopping enjoyment, recreational shopping tendency and market mavenism than males in the other generational cohorts.
This study investigated the generation cohort value orientations of 774 Chinese and 784 U.S. managers and professionals. The three Chinese generations (Consolidation, Cultural Revolution, Social Reform) since the establishment of Communist China were significantly more open to change and self-enhancement but less conservative and self-transcendent than the Republican Era generation. The value orientations of U.S. generations (Generation X, Baby Boomer, Silent generation) followed an age-related pattern with the exception of self-transcendence values. The least similar value orientations were between Chinese and U.S. generations that had grown up during Communist China's closed-door policy. The more entrepreneurial value orientations of the most recent Chinese generations appear to be compatible with organizational changes currently under way in China's state-owned sector.
Purpose
The purpose of this study is to segment the respondents using their location, gender and age as well as their statements about environmental involvement, knowledge and attitudes as the basis for selective marketing classification.
Design/methodology/approach
A URL link was sent to the 2,000 members of the Society of Wine Educators. Multivariate analysis of variance was used to analyze the main and interaction effects of the independent categorical variables on multiple dependent interval variables.
Findings
The results offer insights when considering selective marketing. First, a distinct, measurable, substantial market segment for ecological products was identified, namely: the Millennial male with strong environmental attitudes. Second, residence has an influence on the strength of respondents' environmental attitudes.
Research limitations/implications
Although the sample represents most of the states, members of the Society of Wine Educators are individuals that are highly involved with wine as a product and thus may not represent the entire population of the USA.
Practical implications
Consumers bring to the purchasing decision varying types of attitudes and beliefs. Understanding how environmental knowledge and attitude, when consumers are segmented by location, gender and age, can be used in selective marketing in the service industry to aid in designing promotional plans; whether the product of choice is a vacation resort, hotel or tourism destination such as a winery.
Originality/value
The contribution of the research is to broaden the understanding of environmental concerns and the role location, gender, and age play for marketers when considering the selective marketing concepts discussed by Inskeep and Dolnicar and Leisch.
Purpose
This article aims to provide a comparison between the patterns of brand loyalty of five consumer groups – three groups of Millennials and two groups of Generation X consumers. To avoid reductionist generalizations, the study takes into account several market‐related situations – considering three types of products and two types of services, and investigates also the differences between the customer loyalty profile in two European Union countries with a different level of economic development: France and Romania.
Design/methodology/approach
Data were collected and analyzed in three main phases: first, secondary data have been analyzed to identify and formulate the research framework; second, a series of focus groups have been conducted with French and Romanian consumers; and third, 500 questionnaires have been applied in each of the two investigated countries.
Findings
The findings demonstrate the significant effect of the life‐stage model, the Millennials and Generation X consumers included in similar life‐stage groups displaying a highly similar pattern of brand loyalty behavior, and close preferences regarding the elements used for brand evaluation. On the other hand, the findings show important variations induced by the market‐related situations, and by the different level of economic development of the two investigated countries.
Practical implications
The findings of this study demonstrate the complexity of the brand loyalty effect and provide valuable insights into the brand loyalty behavior of five consumer groups both for academics and marketers.
Originality/value
This study demonstrates that the effect of consumer life‐stage on the brand loyalty behavior of various consumer groups is stronger than the inter‐generational effect. This effect is demonstrated both for product and service brands, considering several market situations.
Purpose
Many traditional retailers use the internet as a complementary business channel while “pure player” retailers only sell products via the internet. The question of who is better at offering electronic physical distribution service quality (e‐PDSQ) is open to debate. But, despite e‐PDSQ's importance there are few empirical studies and most have focused on general service quality of internet shopping or web site design. The purpose of this paper is to discuss and empirically test a conceptual framework for e‐PDSQ from the consumer's perspective.
Design/methodology/approach
This paper follows a two‐stage paradigm for scale and construct development, which is presented in a framework based on the concept of order fulfilment as a key driver in e‐PDSQ. Consumer postal surveys were conducted in Edinburgh, UK.
Findings
The consumer survey confirmed the appropriateness of the adopted e‐PDSQ framework. The finding that price is the most important online purchasing criteria is in accordance with Verdict which suggests that price is the principle motivator in the home delivery market as the retailing market is getting more price‐transparent and consumers are becoming more price‐sensitive.
Originality/value
Earlier work has provided insight into how e‐PDSQ, represented by availability, timeliness and reliability. This paper extends this work and empirically tests and confirms an e‐PDSQ framework to investigate differences between multi‐channel and pure player retailers, and provides a parsimonious set of e‐PDSQ variables and constructs for retailers to use to design and operate their online offerings.
Several years of lackluster sales in the retailing industry have pushed expansion into new channels in an effort to exploit any potential opportunity. As more and more consumers embrace the World Wide Web it seems a natural expectation and assumption that this channel may be the salvation of the brick and mortar store. This study focused on college-age consumers' responses to purchasing on the Internet. Young adults were specifically targeted because of their generation's tech-savvy embracing of anything wired. Over 780 university students were surveyed and answered a 108-item self-administered questionnaire. The study specifically addressed the issues of how often and why Internet purchases were made. As expected over 95% of the college-age market uses the Internet and over 91% of that group completes online purchases. Close to a quarter of the buyers are spending over $500 per year on Internet merchandise and they are making those purchases with their own credit cards. They are purchasing banking service, concert tickets, apparel and entertainment products. These young adults are also buying cars, mortgages and appliances over the Internet, but in smaller numbers.Findings indicate that not all products are created equal when offered for sale on the Web. Motivating factors vary by product and generation. The results of this research have significant implications for future Internet marketing.