Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation

• Donghyun Kim ^[1] ; Anthony P. Ammeter ^[2]
  1. [1] Delta State University

     Delta State University

     Estados Unidos

     
  2. [2] University of Mississippi

     University of Mississippi

     Estados Unidos

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 13, Nº. 1, 2018, págs. 1-25
• Idioma: inglés
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• Resumen

  • The main purpose of this study is to examine the factors affecting the online shopping behavior of Net-generation comparing with pre Net-generation. To do so, the research develops a research model including nine independent variables that are hypothesized to predict the intention of purchase using the online shopping context and Net-geners’ characteristics. The partial least squares method of structural equation modeling was used to analyze 293 Net-geners and 246 pre Net-geners. The results of the study show that the six online purchase determinants (product variety, feedback, responsiveness, personalization, acceptance of complaints, and enjoyment) are more important for Net-geners than for preNet-geners. This study contributes to the understanding of online purchasing behavior of the Net generation (Net-geners) and will help to envision new strategies for marketing to Net-geners.

    Previous research has focused on shifts in technology and overlooks the shift of consumer demographics as the Net-geners are the first to grow up surrounded by digital media and the Interne