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

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019

Author

Listed:
  • Meštrović, Ines Sosa
  • Knežević, Blaženka
  • Falat, Martina

Abstract

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.

Suggested Citation

  • Meštrović, Ines Sosa & Knežević, Blaženka & Falat, Martina, 2019. "What Influences Decision Making in Online Purchasing of Books in Generation X and Y?," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2019), Rovinj, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019, pages 367-375, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr19:207697
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    File URL: https://www.econstor.eu/bitstream/10419/207697/1/41-ENT-2019-Sosa-Mestrovic-et-al-367-375.pdf
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    References listed on IDEAS

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    4. Hume, Margee, 2010. "Compassion without action: Examining the young consumers consumption and attitude to sustainable consumption," Journal of World Business, Elsevier, vol. 45(4), pages 385-394, October.
    5. Michelle Bonera, 2011. "The propensity of e‐commerce usage: the influencing variables," Management Research Review, Emerald Group Publishing Limited, vol. 34(7), pages 821-837, June.
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    More about this item

    Keywords

    e-commerce; young consumers; generation X; generation Y; retail;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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