Bopeng Zhang; Jason M. Carpenter; Deborah J.C. Brosdahl - University of South Carolina; University of South Carolina; … - 2011
Generation Y (Gen Y) shoppers are recognized as an important and distinctive market segment and demonstrate differences in shopping styles when compared to previous generational cohorts (Bakewell and Mitchell, 2003; Carpenter and Moore, 2005; Seock and Bailey, 2008; Pentecost and Andrews, 2010), yet there...