Online Shopping Behavior of Millennials in Bulgaria and Croatia
ISSN
2223-8891
Type
conference paper
Date Issued
2012-02-17
Author(s)
Abstract
Generation Y consumers are an influential online shopping segment. This article empirically assesses the factors affecting the online purchase among millennials in Croatia and Bulgaria. The results obtained indicate that while convenience is reported as the most common reason for online shopping worldwide, the primary reason Bulgarian and Croatian millennials shop online is the pursuit of better prices. While security concerns are reported as a major online shopping barrier, Eastern-European millennials are more concerned with other factors. In Croatia and Bulgaria "audio-video" is among the least purchased categories online and "apparel and accessories" is among the most purchased categories.
Language
English
Keywords
online shopping
Generation Y
purchasing patterns
consumer behavior
Eastern Europe
HSG Classification
contribution to practical use / society
HSG Profile Area
SHSS - Kulturen, Institutionen, Maerkte (KIM)
Refereed
Yes
Book title
Role of Education and Technology
Publisher
International Foundation for Research and Development IFRD
Start page
116
End page
126
Pages
11
Event Title
International Conference on Global Business Environment (ICGBE) 2012
Event Location
Bangkok, Thailand
Event Date
17.-19.02.2012
Subject(s)
Division(s)
Eprints ID
219313