Specifics of online behavior of Generation Z

Petronela Klačanská () and Lucia Kohnová ()
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Petronela Klačanská: Comenius University in Bratislava, Bratislava, Slovak Republic
Lucia Kohnová: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 4, 21-28

Abstract: In the case of technological change, it is necessary not only to explore the development of the technological environment but also to explore and analyze changes of the technology usage and the possibilities brought by the technologies. Technological changes affect the behavior of the people. On the other hand, every generation of users have different approach to the use of technologies. Both individuals and generations are increasingly influenced by the internet, individual tools and applications that affect people’s social relationships and behavior. The concept of generations is based on the definition of a group of people who have the same characteristics of behavior, and we can describe them for a certain period in which they were born (Kupperschmidt 2000). Recently, Generation Z has become to the forefront of exploring intergenerational differences. Several surveys and presented research articles highlight the specifics and differences of Generation Z and emphasize the need for customized access to representatives of this generation. This paper presents partial results and findings of existing research articles on this topic and will be followed with own research in further papers.

Keywords: Generation Z; shopping behavior; trends on social networks; usage of social platforms (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:13:y:2018:i:4:p:21-28

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