Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation
Year: 2017
Type: article
Study design: Observational Study
Abstract: : The main purpose of this study is to examine the factors affecting the online shopping behavior of Net-generation comparing with pre Net-generation. To do so, the research develops a research model including nine independent variables that are hypothesized to predict the intention of purchase using the online shopping context and Net-geners’ characteristics. The partial least squares method of structural equation modeling was used to analyze 293 Net-geners and 246 preNet-geners. The results of the study show that the six online purchase determinants (product variety, feedback, responsiveness, personalization, acceptance of complaints, and enjoyment) are more important for Net-geners than for preNet-geners. This study contributes to the understanding of online purchasing behavior of the Net generation (Net-geners) and will help to envision new strategies for marketing to Net-geners. Previous research has focused on shifts in technology and overlooks the shift of consumer demographics as the Net-geners are the first to grow up surrounded by digital media and the Internet.
Authors: Donghyun Kim, Anthony P. Ammeter
Institutions: Delta State University, University of Mississippi
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $1,207
OpenAlex ID: W2777013283