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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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&apos;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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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&apos;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.

Druh

O - Ostatní výsledky

CEP obor

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OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů