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Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market

In: Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World

Author

Listed:
  • Dan-Cristian Dabija

    (Babeș-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration)

  • Lavinia Lung

    (Babeș-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration)

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.

Suggested Citation

  • Dan-Cristian Dabija & Lavinia Lung, 2019. "Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market," Springer Proceedings in Business and Economics, in: Sebastian Văduva & Ioan Fotea & Lois P. Văduva & Randolph Wilt (ed.), Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World, chapter 0, pages 1-18, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-17215-2_1
    DOI: 10.1007/978-3-030-17215-2_1
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    Citations

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    Cited by:

    1. Mihai Andronie & George Lãzãroiu & Roxana ?tefãnescu & Lumini?a Ionescu & Mãdãlina Coco?atu, 2021. "Neuromanagement decision-making and cognitive algorithmic processes in the technological adoption of mobile commerce apps," Oeconomia Copernicana, Institute of Economic Research, vol. 12(4), pages 1033-1062, December.
    2. Luis G. Moreno Sandoval & Liliana M. Pantoja Rojas & Alexandra Pomares-Quimbaya & Luis Antonio Orozco, 2023. "Computational Linguistic and SNA to Classify and Prevent Systemic Risk in the Colombian Banking Industry," International Journal of E-Business Research (IJEBR), IGI Global, vol. 19(1), pages 1-20, January.
    3. Wanjing Jiang & Yao Song, 2022. "Mobile Shopping during COVID-19: The Effect of Hedonic Experience on Brand Conspicuousness, Brand Identity and Associated Behavior," IJERPH, MDPI, vol. 19(8), pages 1-14, April.
    4. Peter Konhäusner & Bing Shang & Dan-Cristian Dabija, 2021. "Application of the 4Es in Online Crowdfunding Platforms: A Comparative Perspective of Germany and China," JRFM, MDPI, vol. 14(2), pages 1-19, January.

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