What forms of online shopping do youth consumers prefer. And by which devices?

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43921278" target="_blank" >RIV/62156489:43110/22:43921278 - isvavai.cz</a>
Result on the web
<a href="https://ecos.mendelu.cz/wcd/w-rek-ece/ecos22_sbornik_web_final.pdf" target="_blank" >https://ecos.mendelu.cz/wcd/w-rek-ece/ecos22_sbornik_web_final.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
What forms of online shopping do youth consumers prefer. And by which devices?
Original language description
Many studies show that youth consumers significantly change their consumer behavior - their preferences, habits, attitudes to ways of marketing communication. The content of this paper is to find out the preferred forms of online shopping product categories. In order to determine the possible dependencies between the examined variables, namely between the Purchase Frequency and the Preference of Device Used for the Purchase and further between the Product Category and the Preferred form of Purchase, the Chi-square test of independence was used. From the obtained p-values of the Chi-square test, the relationship between the Preference of Device Used for the Purchase and the Purchase Frequency was discovered. The results also show that not only do smartphones play an important role in young people's consumer behavior, but that young people make frequent purchases by this device. The paper further identifies situational and demographic factors influencing online shopping and through the K-means cluster analysis are formed consumer segments on the online market in the Czech Republic. The obtained results can be used in a targeted way in creating recommendations for e-shops and their marketing management.
Czech name
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Czech description
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Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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