Differences between X and Y Generation in Attitudes towards Online Book Purchasing

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10 citations0/0 files storedJournal of Logistics Informatics and Service Science

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Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour Consumer Retail Behavior Studies

Abstract

Electronic commerce is developing rapidly in European Union and proportion of individuals utilizing online purchasing exceeded seventy percent of population older than 16.The proportion of online shoppers is the highest in younger generations of consumers.Books are one of top five product categories purchased online.Studies in consumer behavior confirmed that age influences consumer choices and purchasing decisions in numerous ways.Therefore, it is necessary to explain are there differences according to consumer's age when it comes to online purchasing of particular product categories.In this paper we examine differences in consumers' attitudes regarding online book purchasing.The paper is based on own primary research conducted in March and April 2018.

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2012Social research 2.0: virtual snowball sampling method using Facebook 2003The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce 2008Generational differences: An examination of work values and generational gaps in the hospitality workforce 2015Convenience Sampling, Random Sampling, and Snowball Sampling: How Does Sampling Affect the Validity of Research?2016Generation X vs. Generation Y – A decade of online shopping 2010Marketing to the Generations 2002Electronic Commerce 2002: A Managerial Perspective 2007Understanding generational differences for competitive success

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