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Generation Y: Online Shopping Behaviour of the Secondary School and University Students

Author

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  • Petra Krbová

    (Department of Marketing and Business, Faculty of Economics, VSB - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic)

  • Tomáš Pavelek

    (Department of Marketing and Business, Faculty of Economics, VSB - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic)

Abstract

This paper presents the results of primary research which was focused on specifics of online shopping in the segment of secondary school and university students. This segment is a part of one generational cohort - Generation Y which has its own specifics and characteristics. The main objective is to describe some aspects of shopping orientations of this segment, especially in the online environment. The research results show that young Generation Y individuals prefer online sources of information, mainly price comparison website Heureka.cz and online shop websites. The significant others (family, friends, etc.) are the third most used source of information and the first personal one. When they choose online retailer they mostly take notice of the quality of information about products and the reviews of former customers and online shop comments. As the best benefit online shop can offer they regard short time benefits as a free delivery and a gift to an order.

Suggested Citation

  • Petra Krbová & Tomáš Pavelek, 2015. "Generation Y: Online Shopping Behaviour of the Secondary School and University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 567-575.
    • Handle: RePEc:mup:actaun:actaun_2015063020567
    DOI: 10.11118/actaun201563020567
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    References listed on IDEAS

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    1. Pentecost, Robin & Andrews, Lynda, 2010. "Fashion retailing and the bottom line: The effects of generational cohorts, gender, fashion fanship, attitudes and impulse buying on fashion expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 43-52.
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    4. Bednall, David Hugh & Valos, Michael & Adam, Stewart & McLeod, Colin, 2012. "Getting Generation Y to attend: Friends, interactivity and half-time entertainment," Sport Management Review, Elsevier, vol. 15(1), pages 80-90.
    5. McIntyre, Charles, 2011. "News from somewhere: The poetics of Baby Boomer and Generation Y music consumers in tracking a retail revolution," Journal of Retailing and Consumer Services, Elsevier, vol. 18(2), pages 141-151.
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    Cited by:

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    2. Melović, Boban & Šehović, Damir & Karadžić, Vesna & Dabić, Marina & Ćirović, Dragana, 2021. "Determinants of Millennials' behavior in online shopping – Implications on consumers’ satisfaction and e-business development," Technology in Society, Elsevier, vol. 65(C).

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