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What Influences Decision Making in Online Purchasing of Books in Generation X and Y?

Ines Sosa Meštrović, Blaženka Knežević and Martina Falat

A chapter in Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, 2019, pp 367-375 from IRENET - Society for Advancing Innovation and Research in Economy, Zagreb

Abstract: Electronic commerce in B2C area is developing rapidly in Europe in last decade and it became respective proportion in retail revenue generation in all EU countries. More than a half of population in EU are online shoppers. Books are important product category. On the other hand, consumer generations behave differently and various factors influence their decision making both in offline and in online world. In this paper we examine what influences decision making in online purchasing of books for X and Y consumer generation. The paper is based on own primary research.

Keywords: e-commerce; young consumers; generation X; generation Y; retail (search for similar items in EconPapers)
JEL-codes: L81 L86 M31 (search for similar items in EconPapers)
Date: 2019
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