An Analysis Of Online Consumer Behavior Between Different Generations

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An Analysis of Online Consumer Behavior Between Different Generations

Author : Mert Aktan
Publisher : GRIN Verlag
ISBN 13 : 3346090000
Total Pages : 116 pages
Book Rating : 4.3/5 (46 download)

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Book Synopsis An Analysis of Online Consumer Behavior Between Different Generations by : Mert Aktan

Download or read book An Analysis of Online Consumer Behavior Between Different Generations written by Mert Aktan and published by GRIN Verlag. This book was released on 2019-12-30 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2019 in the subject Sociology - Consumption and Advertising, grade: 4, İzmir University of Economics, course: Online consumer behavior, language: English, abstract: As a result of the internet comes into our lives fast around the world, the shopping habits of individuals' have started to change. Technological developments bring forth the idea of the continuous change. This paper is focused on online consumer behavior between Gen Ys, Gen Xs and baby boomers. The importance of this study is to analyze and make evident of the reasons behind online shopping between different generations. Since the online shopping activities are increasing nowadays, it is necessary to understand the leading reasons behind individuals' online shopping activities in order to develop better choices for consumers in a competitive market. The paper builds on the relevant literature and it examines the consumer behavior of individuals by questionnaires. Furthermore, the hedonic and utilitarian motivational functions and their sub-dimensions will be measured in order to understand the online consumer behavior. To reach those objectives, non-random/ convenience sampling method is applied in Izmir to 384 sample sizes to identify all aspects of the online shopping and impact on consumer behavior. The data results obtained revealed in the paper to support the research questions. It is determined that there are significant levels of hedonic and utilitarian motivations on online shopping between generations. The differences are particularly observed between Gen Ys and baby boomers within the scope of utilitarian and between Gen Ys and older generations (Gen Xs and baby boomers) within the scope of hedonic motivations. As a result of the evaluations according to questionnaire, the results show that marketers need to focus on marketing campaigns to Gen Xs and baby boomers about utilitarian motivations. Beside this, they should concentrate on more hedonic motivations for Gen Ys and develop new marketing strategies.

Marketing to Gen Z

Author : Jeff Fromm
Publisher : AMACOM
ISBN 13 : 0814439284
Total Pages : 247 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Marketing to Gen Z by : Jeff Fromm

Download or read book Marketing to Gen Z written by Jeff Fromm and published by AMACOM. This book was released on 2018-03-26 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!

Generation Z

Author : Corey Seemiller
Publisher : Routledge
ISBN 13 : 0429809182
Total Pages : 322 pages
Book Rating : 4.4/5 (298 download)

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Book Synopsis Generation Z by : Corey Seemiller

Download or read book Generation Z written by Corey Seemiller and published by Routledge. This book was released on 2018-11-02 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: No other generation in history has received as much coverage as the Millennial generation. Books, Google searches, blogs, and news articles are everywhere about them. Yet, Generation Z is comprised of our youth and young adults today and has received very little attention comparatively. Those in Generation Z are among our youngest consumers, students, colleagues, constituents, voters, and neighbors. Being able to better understand who they are and how they see the world can be helpful in effectively working with, teaching, supervising, and leading them. Generation Z: A Century in the Making offers insight into nearly every aspect of the lives of those in Generation Z, including a focus on their career aspirations, religious beliefs and practices, entertainment and hobbies, social concerns, relationships with friends and family, health and wellness, money management, civic engagement, communication styles, political ideologies, technology use, and educational preferences. Drawing from an unprecedented number of studies with higher education research institutions, market research firms such as Pew and Census, other generational researchers and industry leaders, this is the authoritative defining work on Generation Z that market researchers, consumer behaviour specialists, and employers sorely need – and it is a fascinating read for anyone interested in the sociology of generations.

Young Consumer Behaviour

Author : Ayantunji Gbadamosi
Publisher : Routledge
ISBN 13 : 1351819054
Total Pages : 434 pages
Book Rating : 4.3/5 (518 download)

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Book Synopsis Young Consumer Behaviour by : Ayantunji Gbadamosi

Download or read book Young Consumer Behaviour written by Ayantunji Gbadamosi and published by Routledge. This book was released on 2017-11-22 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

Smart Retailing

Author : Eleonora Pantano
Publisher : Springer
ISBN 13 : 3030126080
Total Pages : 109 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Smart Retailing by : Eleonora Pantano

Download or read book Smart Retailing written by Eleonora Pantano and published by Springer. This book was released on 2019-03-04 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: By providing a comprehensive theoretical framework, this book aims to map the most relevant technologies that have the potential to reshape the retail industry. The authors demonstrate how technology is pushing innovation, and examine how smart technologies can be fruitfully applied both in-store and through digital channels. The aim of the book is to synthesise theory and practice, and provide a richer understanding of new digital opportunities offered by the ‘smart’ experience. An accessible resource for researchers who want to understand this phenomenon as part of their expertise in digital marketing and e-commerce, Smart Retailing also provides insights for practitioners who are experiencing the dramatic effects of new technologies on their retail strategies.

Online Impulse Buying and Cognitive Dissonance

Author : Giovanni Mattia
Publisher : Springer Nature
ISBN 13 : 3030659232
Total Pages : 99 pages
Book Rating : 4.0/5 (36 download)

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Book Synopsis Online Impulse Buying and Cognitive Dissonance by : Giovanni Mattia

Download or read book Online Impulse Buying and Cognitive Dissonance written by Giovanni Mattia and published by Springer Nature. This book was released on 2021-02-12 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others. This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.

Online Consumer Behavior

Author : Angeline Close
Publisher : Routledge
ISBN 13 : 1848729693
Total Pages : 402 pages
Book Rating : 4.8/5 (487 download)

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Book Synopsis Online Consumer Behavior by : Angeline Close

Download or read book Online Consumer Behavior written by Angeline Close and published by Routledge. This book was released on 2012 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.

Generation Y in Consumer and Labour Markets

Author : Anders Parment
Publisher : Routledge
ISBN 13 : 1136631224
Total Pages : 187 pages
Book Rating : 4.1/5 (366 download)

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Book Synopsis Generation Y in Consumer and Labour Markets by : Anders Parment

Download or read book Generation Y in Consumer and Labour Markets written by Anders Parment and published by Routledge. This book was released on 2011-10-06 with total page 187 pages. Available in PDF, EPUB and Kindle. Book excerpt: Generation Y in Consumer and Labour Markets explores the role of people born in the late 1970s and 1980s as consumers and coworkers in an emerging post-modernist society. Having grown up in a branded society overcrowded with commercial messages and a never-ending supply of choices and opportunities, Generation Y not only influences consumption patterns, they also bring their values to work life, thus changing the attitudes towards the employee-employer relationship and how work is being done. Generation Y particularly see work as a venue of self-realization and the boundaries between work and leisure time are becoming blurred—thus the consumer and labor markets converge in some critical dimensions. This book delves into the substantial research body on characteristics and behaviors of the Generation Y, including their relation to other generations and the role of understanding generations in developing effective and attractive organizations. It further outlines the experiences and best practice for attracting, recruiting, selling to, and communicating with Generation Y, based on the author’s experiences from hundreds of organizations where he has been involved as a consultant – offering the reader a better understanding of generations in marketing research, and the impact of generations in employee-employer relations.

Gen BuY

Author : Kit Yarrow
Publisher : John Wiley and Sons
ISBN 13 : 0470523638
Total Pages : 253 pages
Book Rating : 4.4/5 (75 download)

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Book Synopsis Gen BuY by : Kit Yarrow

Download or read book Gen BuY written by Kit Yarrow and published by John Wiley and Sons. This book was released on 2009-08-07 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the forces driving the decisions of today's most sought after consumers According to recent statistics, members of Generation Y shop 25 percent to 40 percent more than the average consumer. In Gen BuY, Yarrow and O'Donnell argue that these voracious and fearless consumers have revolutionized the way Americans shop by turning traditional sales and marketing strategies upside down. Based on solid research, the book offers an in-depth look at what motivates these young people to buy certain products and reject others. The authors reveal what makes these consumers tic-how they define power, why they loath manipulation, and why they rely on technology-and show marketers how they can tap into the buying power of this burgeoning group of consumers. Shows what it takes to successfully woe and win young consumers with purchasing power Filled with surprising insights into the psyche of Gen Y buyers Written by an expert in consumer research and a well-connected media consumer author Gen Buy is a must-have resource for marketers, advertisers, retailers, and manufacturers who want to understand the new generation of consumers.

Online Consumer Psychology

Author : Curtis P. Haugtvedt
Publisher : Psychology Press
ISBN 13 : 1135608105
Total Pages : 685 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Online Consumer Psychology by : Curtis P. Haugtvedt

Download or read book Online Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2005-03-23 with total page 685 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.

Next Generation Search Engines: Advanced Models for Information Retrieval

Author : Jouis, Christophe
Publisher : IGI Global
ISBN 13 : 1466603313
Total Pages : 560 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Next Generation Search Engines: Advanced Models for Information Retrieval by : Jouis, Christophe

Download or read book Next Generation Search Engines: Advanced Models for Information Retrieval written by Jouis, Christophe and published by IGI Global. This book was released on 2012-03-31 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recent technological progress in computer science, Web technologies, and the constantly evolving information available on the Internet has drastically changed the landscape of search and access to information. Current search engines employ advanced techniques involving machine learning, social networks, and semantic analysis. Next Generation Search Engines: Advanced Models for Information Retrieval is intended for scientists and decision-makers who wish to gain working knowledge about search in order to evaluate available solutions and to dialogue with software and data providers. The book aims to provide readers with a better idea of the new trends in applied research.

Handbook of Research on the Platform Economy and the Evolution of E-Commerce

Author : Ertz, Myriam
Publisher : IGI Global
ISBN 13 : 1799875466
Total Pages : 554 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on the Platform Economy and the Evolution of E-Commerce by : Ertz, Myriam

Download or read book Handbook of Research on the Platform Economy and the Evolution of E-Commerce written by Ertz, Myriam and published by IGI Global. This book was released on 2021-10-15 with total page 554 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians.

Online Consumer Behavior

Author : Angeline Close Scheinbaum
Publisher : Routledge
ISBN 13 : 1136342214
Total Pages : 402 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Online Consumer Behavior by : Angeline Close Scheinbaum

Download or read book Online Consumer Behavior written by Angeline Close Scheinbaum and published by Routledge. This book was released on 2012-05-04 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

Managing Customer Experiences in an Omnichannel World

Author : Taşkın Dirsehan
Publisher : Emerald Group Publishing
ISBN 13 : 1800433905
Total Pages : 382 pages
Book Rating : 4.8/5 (4 download)

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Book Synopsis Managing Customer Experiences in an Omnichannel World by : Taşkın Dirsehan

Download or read book Managing Customer Experiences in an Omnichannel World written by Taşkın Dirsehan and published by Emerald Group Publishing. This book was released on 2020-11-26 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Customer Experiences in an Omnichannel World explores how organizations integrating both the physical and virtual environments for consumers will enable them to effectively manage the customer experience.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Generation C

Author : Raymond Morin
Publisher : FriesenPress
ISBN 13 : 1525508261
Total Pages : 128 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis Generation C by : Raymond Morin

Download or read book Generation C written by Raymond Morin and published by FriesenPress. This book was released on 2018-01-05 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the 2008 recession, people's confidence in institutions has been in decline. We’re now far more interested in the recommendations of our peers than in traditional forms of advertising and marketing. With our daily use of the Internet and social media, we as consumers influence our communities and play active roles in the global economy. We are Generation C: a demographic that contains every computer user and online shopper on the planet—and it’s changing the way institutions, brands and enterprises should do business and marketing. This book explores the behaviours of the generations of connected consumers that make up Generation C to help you better understand your audience and how to target them effectively in the new consumer landscape. Presented in four instalments and available online, this new professional guide details and comments on recent expert market analyses with exclusive computer graphics and interviews.

Economics and Consumer Behavior

Author : Angus Deaton
Publisher : Cambridge University Press
ISBN 13 : 9780521296762
Total Pages : 468 pages
Book Rating : 4.2/5 (967 download)

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Book Synopsis Economics and Consumer Behavior by : Angus Deaton

Download or read book Economics and Consumer Behavior written by Angus Deaton and published by Cambridge University Press. This book was released on 1980-05-30 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: For advanced courses in economic analysis, this book presents the economic theory of consumer behavior, focusing on the applications of the theory to welfare economies and econometric analysis.