Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63(2), 567-575 | DOI: 10.11118/actaun201563020567

Generation Y: Online Shopping Behaviour of the Secondary School and University Students

Petra Krbová, Tomáš Pavelek
Department of Marketing and Business, Faculty of Economics, VSB - Technical University of Ostrava, 17. listopadu 15/2172, 708 33 Ostrava-Poruba, Czech Republic

This paper presents the results of primary research which was focused on specifics of online shopping in the segment of secondary school and university students. This segment is a part of one generational cohort - Generation Y which has its own specifics and characteristics. The main objective is to describe some aspects of shopping orientations of this segment, especially in the online environment. The research results show that young Generation Y individuals prefer online sources of information, mainly price comparison website Heureka.cz and online shop websites. The significant others (family, friends, etc.) are the third most used source of information and the first personal one. When they choose online retailer they mostly take notice of the quality of information about products and the reviews of former customers and online shop comments. As the best benefit online shop can offer they regard short time benefits as a free delivery and a gift to an order.

Keywords: Generation Y, shopping behaviour, university students, secondary school students, online shop attributes, information sources
Grants and funding:

This paper has been supported from the research project SP2014/138 - Shopping behaviour specifics of Generation Y on the Faculty of Economics, VSB - Technical university of Ostrava.

Prepublished online: May 10, 2015; Published: April 1, 2015  Show citation

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Krbová, P., & Pavelek, T. (2015). Generation Y: Online Shopping Behaviour of the Secondary School and University Students. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 63(2), 567-575. doi: 10.11118/actaun201563020567
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