What influences decision making in online purchasing of books in generation X and Y?

Ines Sosa Meštrović, Blaženka Knežević, Martina Falat

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.

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Year of publication:	2019
Authors:	Meštrović, Ines Sosa ; Knežević, Blaženka ; Falat, Martina
Published in:	Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (Online). - [Zagreb, Croatia] : [IRENET, Society for Advancing Innovation and Research in Economy], ISSN 2706-4735, ZDB-ID 3051947-0. - Vol. 5.2019, 1, p. 367-375
Subject:	e-commerce \| young consumers \| generation X \| generation Y \| retail \| Konsumentenverhalten \| Consumer behaviour \| Electronic Commerce \| E-commerce \| Online-Handel \| Online retailing \| Jugendliche \| Youth \| Einzelhandel \| Retail trade \| Junge Erwachsene \| Young adults \| Generationengerechtigkeit \| Intergenerational equity \| Zielgruppe \| Target group

Type of publication:	Article
Type of publication (narrower categories):	Konferenzbeitrag ; Conference paper ; Aufsatz im Buch ; Book section
Language:	English
Other identifiers:	hdl:10419/207697 [Handle]
Classification:	L81 - Retail and Wholesale Trade; Warehousing ; L86 - Information and Internet Services; Computer Software ; M31 - Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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