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

Petra Krbová, Tomáš Pavelek
2015 Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis  
KRBOVÁ PETRA, PAVELEK TOMÁŠ. 2015. Generation Y: Online Shopping Behaviour of the Secondary School and University Students. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2): 567-575. This paper presents the results of primary research which was focused on specifi cs 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 specifi cs and characteristics. The main
more » ... ristics. 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 signifi cant others (family, friends, etc.) are the third most used source of information and the fi rst 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 benefi t online shop can off er they regard short time benefi ts as a free delivery and a gi to an order.
doi:10.11118/actaun201563020567 fatcat:b4hvgdizj5dsto6xq732t7xzay