Preferred Forms of Online Shopping by the Youth Generation
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43921746" target="_blank" >RIV/62156489:43110/22:43921746 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.11118/ejobsat.2022.003" target="_blank" >https://doi.org/10.11118/ejobsat.2022.003</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/ejobsat.2022.003" target="_blank" >10.11118/ejobsat.2022.003</a>
Alternative languages
Result language
angličtina
Original language name
Preferred Forms of Online Shopping by the Youth Generation
Original language description
The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined - economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50202 - Applied Economics, Econometrics
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
European Journal of Business Science and Technology
ISSN
2336-6494
e-ISSN
2694-7161
Volume of the periodical
8
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
12
Pages from-to
84-95
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85137677637