Preferred Forms of Online Shopping by the Youth Generation

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Preferred Forms of Online Shopping by the Youth Generation

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Preferred Forms of Online Shopping by the Youth Generation

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50202 - Applied Economics, Econometrics

Projekt

—

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

Název periodika

European Journal of Business Science and Technology

ISSN

2336-6494

e-ISSN

2694-7161

Svazek periodika

8

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

84-95

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85137677637