What Influences Decision Making in Online Purchasing of Books in Generation X and Y?

Electronic commerce in B2C area is developing rapidly in Europe in last decade and it became respective proportion in retail revenue generation in all EU countries. More than a half of population in EU are online shoppers. Books are important product category. On the other hand, consumer generations behave differently and various factors influence their decision making both in offline and in online world. In this paper we examine what influences decision making in online purchasing of books for X and Y consumer generation. The paper is based on own primary research.