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- Title
VNÍMANIE ASPEKTOV ELEKTRONICKEJ KOMERCIE GENERÁCIOU Z.
- Authors
Bačinský, Tomáš
- Abstract
The article deals with the perception of various aspects of electronic commerce by Generation Z. In eight research questions, hypotheses are tested about the perception and influence of aspects of electronic commerce, especially price, product segment, environmental impact, as well as the use of search engines and comparators and being aware of e-commerce companies and using their products. Among the most important findings is the fact that for Generation Z, the price of products plays an important role. It is also the most important perceived aspect of electronic commerce and a significant predictor of the frequency of online shopping. Generation Z customers usually prefer environmentally friendly products and in such cases are willing to pay extra to buy them. The relationship between the preferences for online purchases between different product segments is also demonstrated. Between men and women of Generation Z, there are significant differences in the frequency of online searches for clothes and electronics, as well as in the degree of preference for purchasing this segment in e-shop.
- Publication
Young Science / Mladá Veda, 2023, Vol 11, Issue 5, p62
- ISSN
1339-3189
- Publication type
Article