Generation Y and online fashion shopping: Orientations and profiles

Riadh Ladhari, Jessica Gonthier and Mathieu Lajante ()

Journal of Retailing and Consumer Services, 2019, vol. 48, issue C, 113-121

Abstract: The goal of this research is to segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. Data were collected from members of two consumer panels of a women's fashion retailer. In total, 538 women who made purchases on the fashion retailer's website completed the survey. The results reveal four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles have also been identified, each with different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans.

Keywords: Generation Y; Online fashion shopping; Fashion lifestyle; Psychographic segmentation (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:48:y:2019:i:c:p:113-121

DOI: 10.1016/j.jretconser.2019.02.003

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