CUSTOMER INSIGHTS AND ONLINE SHOPPING ATTITUDE OF GEN-Z
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21630%2F20%3A00351764" target="_blank" >RIV/68407700:21630/20:00351764 - isvavai.cz</a>
Výsledek na webu
<a href="https://doi.org/10.18267/pr.2020.los.223.0" target="_blank" >https://doi.org/10.18267/pr.2020.los.223.0</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/pr.2020.los.223.0" target="_blank" >10.18267/pr.2020.los.223.0</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
CUSTOMER INSIGHTS AND ONLINE SHOPPING ATTITUDE OF GEN-Z
Popis výsledku v původním jazyce
Understanding customer insights based on their buying behavior and tapping into the raw emotions that drive Gen-Z to make a purchase has become essential to ensure the success of the communication campaign. Gen-Z, who are global, social, visual, and technologically active people affected by digital technologies, have become an important market segment with a potential high purchasing power. Gen Z is made up of young people born in the period from 1997 till 2010. This paper aims to analyze the trends in online shopping of Gen Z and compare them with the online shopping trends of the population as a whole. Firstly, the paper presents the digital online shopping trends of the population as a whole. Secondly, the paper focuses on the trends in online shopping of Gen Z and compares the results. In addition to a literature review and an analysis of secondary data, the research methodology also covers research conducted on a sample of Gen Z. The findings include an analysis of the survey, including situational cases and recommendations for an online shopping framework.
Název v anglickém jazyce
CUSTOMER INSIGHTS AND ONLINE SHOPPING ATTITUDE OF GEN-Z
Popis výsledku anglicky
Understanding customer insights based on their buying behavior and tapping into the raw emotions that drive Gen-Z to make a purchase has become essential to ensure the success of the communication campaign. Gen-Z, who are global, social, visual, and technologically active people affected by digital technologies, have become an important market segment with a potential high purchasing power. Gen Z is made up of young people born in the period from 1997 till 2010. This paper aims to analyze the trends in online shopping of Gen Z and compare them with the online shopping trends of the population as a whole. Firstly, the paper presents the digital online shopping trends of the population as a whole. Secondly, the paper focuses on the trends in online shopping of Gen Z and compares the results. In addition to a literature review and an analysis of secondary data, the research methodology also covers research conducted on a sample of Gen Z. The findings include an analysis of the survey, including situational cases and recommendations for an online shopping framework.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2020
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
The 14th International Days of Statistics and Economics Conference Proceedings
ISBN
978-80-87990-22-3
ISSN
—
e-ISSN
—
Počet stran výsledku
10
Strana od-do
408-417
Název nakladatele
Libuše Macáková, MELANDRIUM
Místo vydání
Slaný
Místo konání akce
Praha
Datum konání akce
10. 9. 2020
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
—