ADOLESCENT MOTIVATIONAL STRUCTURE IN RELATION TO ONLINE SHOPPING

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

ADOLESCENT MOTIVATIONAL STRUCTURE IN RELATION TO ONLINE SHOPPING

Popis výsledku v původním jazyce

Introduction: The tendency of online shopping has generally been increasing. It has a distinguishing role in the current Z generation who was born into the world of state-of-the-art technologies. Numerous studies all around the world have already presented that the adolescent marketing space has been highly relevant. Purpose: Our efforts, therefore, were to find out whether and to what extent there exist utilitarian and hedonic values related to online shopping behavior. We focused our interest on whether online shopping is gender-dependant starting from the premise about a different shopping behavior of women and men. Methodology: The research sample comprised of the Slovak adolescents (N=420, AM age=16.75) and a modified questionnaire (Huang and Yang, 2010) served as the research method and was eliciting the motivation to online shopping extended with the questions on ascertaining the Internet use. Findings: The outcomes showed that there was a larger representation of the utilitarian values related to online shopping in the group of adolescent boys in comparison to girls. The boys more often appreciated choice, availability of information, lack of sociality, and cost savings while shopping via the Internet in comparison with the adolescent girls. The outcoming conclusions may be applicable in supporting or regulating online shopping behavior of the monitored segment with a suitable communication strategy, respecting the gender differentiation.

Název v anglickém jazyce

ADOLESCENT MOTIVATIONAL STRUCTURE IN RELATION TO ONLINE SHOPPING

Popis výsledku anglicky

Introduction: The tendency of online shopping has generally been increasing. It has a distinguishing role in the current Z generation who was born into the world of state-of-the-art technologies. Numerous studies all around the world have already presented that the adolescent marketing space has been highly relevant. Purpose: Our efforts, therefore, were to find out whether and to what extent there exist utilitarian and hedonic values related to online shopping behavior. We focused our interest on whether online shopping is gender-dependant starting from the premise about a different shopping behavior of women and men. Methodology: The research sample comprised of the Slovak adolescents (N=420, AM age=16.75) and a modified questionnaire (Huang and Yang, 2010) served as the research method and was eliciting the motivation to online shopping extended with the questions on ascertaining the Internet use. Findings: The outcomes showed that there was a larger representation of the utilitarian values related to online shopping in the group of adolescent boys in comparison to girls. The boys more often appreciated choice, availability of information, lack of sociality, and cost savings while shopping via the Internet in comparison with the adolescent girls. The outcoming conclusions may be applicable in supporting or regulating online shopping behavior of the monitored segment with a suitable communication strategy, respecting the gender differentiation.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50101 - Psychology (including human - machine relations)

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

3rd International Colloquium on Kids and Retailing: “Wellbeing of the Child”. Conference Proceedings

ISBN

978-2-9559081-1-2

ISSN

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e-ISSN

neuvedeno

Počet stran výsledku

13

Strana od-do

243-256

Název nakladatele

ESSCA

Místo vydání

Angers

Místo konání akce

Bordeaux

Datum konání akce

15. 6. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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