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Preferred Forms of Online Shopping by the Youth Generation

Author

Listed:
  • Michal Pšurný

    (Mendel University in Brno, Czech Republic)

  • Irena Antošová

    (Mendel University in Brno, Czech Republic)

  • Jana Stávková

    (Mendel University in Brno, Czech Republic)

Abstract

The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined - economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.

Suggested Citation

  • Michal Pšurný & Irena Antošová & Jana Stávková, 2022. "Preferred Forms of Online Shopping by the Youth Generation," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 8(1), pages 84-95.
    • Handle: RePEc:men:journl:v:8:y:2022:i:1:p:84-95
    DOI: 10.11118/ejobsat.2022.003
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    References listed on IDEAS

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    1. Pantano, Eleonora & Pizzi, Gabriele & Scarpi, Daniele & Dennis, Charles, 2020. "Competing during a pandemic? Retailers’ ups and downs during the COVID-19 outbreak," Journal of Business Research, Elsevier, vol. 116(C), pages 209-213.
    2. Eger, Ludvík & Komárková, Lenka & Egerová, Dana & MiÄ Ã­k, Michal, 2021. "The effect of COVID-19 on consumer shopping behaviour: Generational cohort perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Kondo, Fumiyo N. & Okubo, Taishi, 2022. "Understanding multi-channel consumer behavior: A comparison between segmentations of multi-channel purchases by product category and overall products," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    forms of shopping; online shopping; shopping frequency; young consumers; online consumer segmentation;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O35 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Social Innovation

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