Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation
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 purch...
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Universidad de Talca
2018
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oai:scielo:S0718-187620180001001022018-05-16Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net GenerationKim,DonghyunAmmeter,Anthony P. E-commerce Net-generation Online shopping behavior PreNet-generation Generational differences 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.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.13 n.1 20182018-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000100102en10.4067/S0718-18762018000100102 |
| institution |
Scielo Chile |
| collection |
Scielo Chile |
| language |
English |
| topic |
E-commerce Net-generation Online shopping behavior PreNet-generation Generational differences |
| spellingShingle |
E-commerce Net-generation Online shopping behavior PreNet-generation Generational differences Kim,Donghyun Ammeter,Anthony P. Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| description |
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. |
| author |
Kim,Donghyun Ammeter,Anthony P. |
| author_facet |
Kim,Donghyun Ammeter,Anthony P. |
| author_sort |
Kim,Donghyun |
| title |
Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| title_short |
Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| title_full |
Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| title_fullStr |
Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| title_full_unstemmed |
Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation |
| title_sort |
shifts in online consumer behavior: a preliminary investigation of the net generation |
| publisher |
Universidad de Talca |
| publishDate |
2018 |
| url |
http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000100102 |
| work_keys_str_mv |
AT kimdonghyun shiftsinonlineconsumerbehaviorapreliminaryinvestigationofthenetgeneration AT ammeteranthonyp shiftsinonlineconsumerbehaviorapreliminaryinvestigationofthenetgeneration |
| _version_ |
1714202227625689088 |