文章基本信息

标题：Preferred Forms of Online Shopping by the Youth Generation
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作者：Michal Pšurný ; Irena Antošová ; Jana Stávková 等
期刊名称：European Journal of Business Science and Technology
印刷版ISSN：2336-6494
出版年度：2022
卷号：8
期号：1
页码：84-95
DOI：10.11118/ejobsat.2022.003
语种：English
出版社：Mendel University, Brno
摘要：The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined – economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.
关键词：forms of shopping;online shopping;shopping frequency;young consumers;online consumer segmentation