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

Abstract: 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 preNet-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 Internet.

Bibliographic Details

Main Authors:	Kim,Donghyun, Ammeter,Anthony P.
Format:	Digital revista
Language:	English
Published:	Universidad de Talca 2018
Online Access:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000100102
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