Retail management: Generation Z and their impulsive buying behavior in non-food retails

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F24%3A63577418" target="_blank" >RIV/70883521:28120/24:63577418 - isvavai.cz</a>

Výsledek na webu

<a href="https://pjms.zim.pcz.pl/article/546166/en" target="_blank" >https://pjms.zim.pcz.pl/article/546166/en</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.17512/pjms.2024.29.1.07" target="_blank" >10.17512/pjms.2024.29.1.07</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Retail management: Generation Z and their impulsive buying behavior in non-food retails

Popis výsledku v původním jazyce

Paper is focusing on post-covid19 impulsive buying behavior and generation Z in a case of Central European transitional economies. Important is, that generation Z will be become full-fledged consumers with their own income. The aim of the paper is, how they are sensitive on impulsive buying behaviour. Previous research has not yet investigated impulsive buying behaviour on generation Z in the post-covid19 era in Central Europe. Based on literature review, four hypotheses identifying relationships were sets. Research design consists of survey-based quantitative research. The data (n=119) were obtained in 2023 through an online questionnaire survey. For statistical analyses were used p-value and the Pearson Chi-square Test. It was found, there is relationship between reason of impulsive purchase and impulsive buying behavior and relationship between gender and impulsive buying behavior, and it wasn’t found relationship between free funds to spend and impulsive buying behavior. Research was looking into product category which was bought impulsively by generation Z in last 6 months. Most sold product category impulsively were clothes and entertainment. This paper helps marketers with fresh information on which type of products are most impulse purchased in post-covid19 era. With the right marketing tools, it will then be easy for marketers to convince customers to buy these products.

Název v anglickém jazyce

Retail management: Generation Z and their impulsive buying behavior in non-food retails

Popis výsledku anglicky

Paper is focusing on post-covid19 impulsive buying behavior and generation Z in a case of Central European transitional economies. Important is, that generation Z will be become full-fledged consumers with their own income. The aim of the paper is, how they are sensitive on impulsive buying behaviour. Previous research has not yet investigated impulsive buying behaviour on generation Z in the post-covid19 era in Central Europe. Based on literature review, four hypotheses identifying relationships were sets. Research design consists of survey-based quantitative research. The data (n=119) were obtained in 2023 through an online questionnaire survey. For statistical analyses were used p-value and the Pearson Chi-square Test. It was found, there is relationship between reason of impulsive purchase and impulsive buying behavior and relationship between gender and impulsive buying behavior, and it wasn’t found relationship between free funds to spend and impulsive buying behavior. Research was looking into product category which was bought impulsively by generation Z in last 6 months. Most sold product category impulsively were clothes and entertainment. This paper helps marketers with fresh information on which type of products are most impulse purchased in post-covid19 era. With the right marketing tools, it will then be easy for marketers to convince customers to buy these products.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Polish Journal of Management Studies

ISSN

2081-7452

e-ISSN

—

Svazek periodika

29

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

PL - Polská republika

Počet stran výsledku

13

Strana od-do

119-131

Kód UT WoS článku

001282259300007

EID výsledku v databázi Scopus

2-s2.0-85201633653