An Analysis Of Online Consumer Behavior Between Different Generations
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An Analysis Of Online Consumer Behavior Between Different Generations
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Author : Mert Aktan
language : en
Publisher:
Release Date : 2019-11-27
An Analysis Of Online Consumer Behavior Between Different Generations written by Mert Aktan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-27 with categories.
Master's Thesis from the year 2019 in the subject Sociology - Consumption and Advertising, grade: 4, İzmir University of Economics, course: Online consumer behavior, language: English, abstract: As a result of the internet comes into our lives fast around the world, the shopping habits of individuals' have started to change. Technological developments bring forth the idea of the continuous change. This paper is focused on online consumer behavior between Gen Ys, Gen Xs and baby boomers. The importance of this study is to analyze and make evident of the reasons behind online shopping between different generations. Since the online shopping activities are increasing nowadays, it is necessary to understand the leading reasons behind individuals' online shopping activities in order to develop better choices for consumers in a competitive market. The paper builds on the relevant literature and it examines the consumer behavior of individuals by questionnaires. Furthermore, the hedonic and utilitarian motivational functions and their sub-dimensions will be measured in order to understand the online consumer behavior. To reach those objectives, non-random/ convenience sampling method is applied in Izmir to 384 sample sizes to identify all aspects of the online shopping and impact on consumer behavior. The data results obtained revealed in the paper to support the research questions. It is determined that there are significant levels of hedonic and utilitarian motivations on online shopping between generations. The differences are particularly observed between Gen Ys and baby boomers within the scope of utilitarian and between Gen Ys and older generations (Gen Xs and baby boomers) within the scope of hedonic motivations. As a result of the evaluations according to questionnaire, the results show that marketers need to focus on marketing campaigns to Gen Xs and baby boomers about utilitarian motivations. Beside this, they should concentrate on more hedonic motivations fo
Online Impulse Buying And Cognitive Dissonance
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Author : Giovanni Mattia
language : en
Publisher: Springer Nature
Release Date : 2021-02-12
Online Impulse Buying And Cognitive Dissonance written by Giovanni Mattia and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-12 with Business & Economics categories.
Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others. This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.
Online Consumer Psychology
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Author : Curtis P. Haugtvedt
language : en
Publisher: Psychology Press
Release Date : 2005-03-23
Online Consumer Psychology written by Curtis P. Haugtvedt and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-23 with Business & Economics categories.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Generation Y In Consumer And Labour Markets
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Author : Anders Parment
language : en
Publisher: Routledge
Release Date : 2011-10-06
Generation Y In Consumer And Labour Markets written by Anders Parment and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-06 with Business & Economics categories.
Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.
Smart Retailing
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Author : Eleonora Pantano
language : en
Publisher: Springer
Release Date : 2019-03-04
Smart Retailing written by Eleonora Pantano and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-04 with Business & Economics categories.
By providing a comprehensive theoretical framework, this book aims to map the most relevant technologies that have the potential to reshape the retail industry. The authors demonstrate how technology is pushing innovation, and examine how smart technologies can be fruitfully applied both in-store and through digital channels. The aim of the book is to synthesise theory and practice, and provide a richer understanding of new digital opportunities offered by the ‘smart’ experience. An accessible resource for researchers who want to understand this phenomenon as part of their expertise in digital marketing and e-commerce, Smart Retailing also provides insights for practitioners who are experiencing the dramatic effects of new technologies on their retail strategies.
Marketing To Gen Z
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Author : Jeff Fromm
language : en
Publisher: Amacom
Release Date : 2022-02
Marketing To Gen Z written by Jeff Fromm and has been published by Amacom this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02 with Business & Economics categories.
The next generation of consumers is rising up fast. Will you know how to reach them?
Generation Z
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Author : Corey Seemiller
language : en
Publisher: Routledge
Release Date : 2018-11-02
Generation Z written by Corey Seemiller and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-11-02 with Business & Economics categories.
No other generation in history has received as much coverage as the Millennial generation. Books, Google searches, blogs, and news articles are everywhere about them. Yet, Generation Z is comprised of our youth and young adults today and has received very little attention comparatively. Those in Generation Z are among our youngest consumers, students, colleagues, constituents, voters, and neighbors. Being able to better understand who they are and how they see the world can be helpful in effectively working with, teaching, supervising, and leading them. Generation Z: A Century in the Making offers insight into nearly every aspect of the lives of those in Generation Z, including a focus on their career aspirations, religious beliefs and practices, entertainment and hobbies, social concerns, relationships with friends and family, health and wellness, money management, civic engagement, communication styles, political ideologies, technology use, and educational preferences. Drawing from an unprecedented number of studies with higher education research institutions, market research firms such as Pew and Census, other generational researchers and industry leaders, this is the authoritative defining work on Generation Z that market researchers, consumer behaviour specialists, and employers sorely need – and it is a fascinating read for anyone interested in the sociology of generations.
Online Consumer Behavior
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Author : Angeline Close
language : en
Publisher: Routledge
Release Date : 2012
Online Consumer Behavior written by Angeline Close and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Next Generation Search Engines Advanced Models For Information Retrieval
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Author : Jouis, Christophe
language : en
Publisher: IGI Global
Release Date : 2012-03-31
Next Generation Search Engines Advanced Models For Information Retrieval written by Jouis, Christophe and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-31 with Computers categories.
Recent technological progress in computer science, Web technologies, and the constantly evolving information available on the Internet has drastically changed the landscape of search and access to information. Current search engines employ advanced techniques involving machine learning, social networks, and semantic analysis. Next Generation Search Engines: Advanced Models for Information Retrieval is intended for scientists and decision-makers who wish to gain working knowledge about search in order to evaluate available solutions and to dialogue with software and data providers. The book aims to provide readers with a better idea of the new trends in applied research.
Handbook Of Research On The Platform Economy And The Evolution Of E Commerce
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Author : Ertz, Myriam
language : en
Publisher: IGI Global
Release Date : 2021-10-15
Handbook Of Research On The Platform Economy And The Evolution Of E Commerce written by Ertz, Myriam and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-15 with Business & Economics categories.
In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians.