Assessing the Online Purchasing Decisions of Generation Z

Anna Hidvégi () and Anikó Kelemen-Erdõs ()
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Anna Hidvégi: Óbuda University
Anikó Kelemen-Erdõs: Óbuda University

A chapter in Proceedings of FIKUSZ '16, 2016, pp 173-181 from Óbuda University, Keleti Faculty of Business and Management

Abstract: The goal of the research described in this paper is to explore the shopping habits and attitudes of individuals from the Generation Z regarding online shopping. In this context, the main sources of information that are provided to buyers, and their preferences towards online shopping are examined. The first section describes the online consumer behaviour of Generation Z according to the secondary data, while the second part presents the results of an online survey (1055 participants). The study shows that Generation Z youth mainly rely on personal experience and take quality and prices into consideration when choosing what to purchase, mostly disregarding other people’s opinions. However, even though the internet is their main source of information, they still seek input from others in most cases before making purchasing-related decisions. A third of young people like to shop online; however, because of their age and discretionary income, the findings currently apply to only a small portion of this segment.

Keywords: Generation Z; consumer and purchase behaviour; online and offline purchases (search for similar items in EconPapers)
Date: 2016
ISBN: 978-963-449-012-8
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