IDEAS home Printed from https://ideas.repec.org/a/sgm/jmcbem/v2i2y2015p33-48.html
   My bibliography  Save this article

Generation Y on the e-commerce market. Comparison between Polish and South Korean young consumers’ behaviour

Author

Listed:
  • Aleksandra Korzeniowska

Abstract

This article investigates the problem of Polish and South Korean Millennials’ consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally diversified world, but the trend of globalization and the use of the Internet may in fluence their consumer behaviour in a similar way. The aim of this paper is to reveal particular patterns crucial to understanding their way of making an online purchase. An online survey was conducted among Polish and South Korean respondents from Generation Y in order to investigate this issue. Besides being the representatives of culturally distant cultures, the two groups from the research sample revealed mostly convergent preferences and attitudes towards making an online purchase. Also, Polish and South Korean respondents revealed different attitudes online and of fline, when compared to the cohort general analysis. In terms of making an online purchase via their mobile phones, Poles and Koreans remained coherent outside their national group and diversified inside their national group in terms of e-commerce but patterns slightly differed. Since this research was limited by too general e-commerce context, the aspect of making m-purchase should be investigated in the future.

Suggested Citation

  • Aleksandra Korzeniowska, 2015. "Generation Y on the e-commerce market. Comparison between Polish and South Korean young consumers’ behaviour," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(2), pages 33-48.
    • Handle: RePEc:sgm:jmcbem:v:2:i:2:y:2015:p:33-48
    as

    Download full text from publisher

    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_2/JMCBEM_2%282%29-2015_Korzeniowska.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mick, David Glen & Fournier, Susan, 1998. "Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 123-143, September.
    2. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    3. Parment, Anders, 2013. "Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 189-199.
    4. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2012. "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 43-54.
    5. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    2. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    3. Bento, Marisa & Martinez, Luisa M. & Martinez, Luis F., 2018. "Brand engagement and search for brands on social media: Comparing Generations X and Y in Portugal," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 234-241.
    4. Alice Mazzucchelli & Roberto Chierici & Angelo Di Gregorio & Claudio Chiacchierini, 2021. "Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1107-1144, December.
    5. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.
    7. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    8. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    9. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    10. Ali, Maged & Azab, Nahed & Sorour, M. Karim & Dora, Manoj, 2019. "Integration v. polarisation among social media users: Perspectives through social capital theory on the recent Egyptian political landscape," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 461-473.
    11. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    12. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    13. Femke Hilverda & Margôt Kuttschreuter, 2018. "Online Information Sharing About Risks: The Case of Organic Food," Risk Analysis, John Wiley & Sons, vol. 38(9), pages 1904-1920, September.
    14. Irina Maiorescu & Razvan Dina & Alexandru Doru Plesea & Alecu Felician, 2015. "The Impact of Facebook Upon Social Skills of Young People ? a Business Employment Perspective," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(Special 9), pages 1289-1289, November.
    15. Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    16. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    17. Jung, Jae Min & Hui, Hang Chu (“Michel”) & Min, Kyeong Sam & Martin, Drew, 2014. "Does telic/paratelic user mode matter on the effectiveness of interactive internet advertising? A reversal theory perspective," Journal of Business Research, Elsevier, vol. 67(6), pages 1303-1309.
    18. Rydén, Pernille & Ringberg, Torsten & Wilke, Ricky, 2015. "How Managers' Shared Mental Models of Business–Customer Interactions Create Different Sensemaking of Social Media," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 1-16.
    19. repec:dgr:rugsom:04f04 is not listed on IDEAS
    20. Thomas P. Novak & Donna L. Hoffman, 2019. "Relationship journeys in the internet of things: a new framework for understanding interactions between consumers and smart objects," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 216-237, March.
    21. Monica C. LaBarge & Martin Pyle, 2020. "Staying in “the works of living”: How older adults employ marketplace resources to age successfully," Journal of Consumer Affairs, Wiley Blackwell, vol. 54(2), pages 742-774, June.

    More about this item

    Keywords

    e-Commerce; Generation Y; Poland; South Korea;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgm:jmcbem:v:2:i:2:y:2015:p:33-48. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.