RETHINKING IMPULSE BUYING BEHAVIOUR: EVIDENCE FROM GENERATION Y CONSUMERS
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2018, Vol 8, Issue 2
Abstract
Th e continued and rapid advancement of information and communications technology has considerably shaped the overall behaviour of Generation Y consumers, also known as the Millennial Generation. In that context, the objective of this paper was to examinediff erences between diff erent types of impulse buyingbehaviour and online environmental cues (website quality and website design).Th e paper also aimed to provide determinants of e-impulse buying behaviour of Generation Y consumers.Th e research was conducted using a questionnaire on a sample of 334Generation Y consumers in Croatia.Collected data was analysed using software package SPSS 20. Various statistical analyses were used such as factor analysis and analysis of variance. Th e fi ndings indicate that online consumers are infl uenced by the two major factors, extreme and pure impulsiveness. Th e paper utilised website design and website quality in order to determine the relation between these variables and diff erent types ofe-impulse buying behaviour of Generation Y in Croatia. Signifi cant diff erences were found between extremely and purely impulsiveGeneration Y consumers and online environmental cues.
Authors and Affiliations
Katija D. Vojvodić,Matea D. Matić Šošić Jelena D. Žugić
Keywords
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- EP ID EP611008
- DOI 10.7251/EMC1801055V
- Views 106
- Downloads 0
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