Rethinking Impulse Buying Behaviour: Evidence From Generation Y Consumers

Abstract

The continued and rapid advancement of information and communications technology has considerably shaped the overall behaviour of Generation Y consumers, also known as the Millennial Generation. In that context, the objective of this paper was to examinedifferences between different types of impulse buyingbehaviour and online environmental cues (website quality and website design).The paper also aimed to provide determinants of e-impulse buying behaviour of Generation Y consumers.The research was conducted using a questionnaire on a sample of 334Generation Y consumers in Croatia.Collected data was analysed using software package SPSS 20. Various statistical analyses were used such as factor analysis and analysis of variance. The findings indicate that online consumers are influenced by the two major factors, extreme and pure impulsiveness. The paper utilised website design and website quality in order to determine the relation between these variables and different types ofe-impulse buying behaviour of Generation Y in Croatia. Significant differences were found between extremely and purely impulsiveGeneration Y consumers and online environmental cues.

Fashion consumption practices of millennials women: between fast and slow fashion

“…Due to different positions in the academic literature, it can be said that millennials are those born between the early 1980s and early 21st century (Dias-Sarmiento, Lópes-Lambraño & Roncallo-Lafont, 2017; Vojvodić, Šošić & Žugić, 2018). These are people aged between 19 and 40, characterized by their strong affinity for technology and having grown up in the age of the internet, rapid technological advances and social networks (Díaz-Sarmiento, López-Lambraño & Roncallo-Lafont, 2017).…”

“…They also show interest in participating in the creative process, along with the brands they love (Hernández, 2018). Their purchasing behavior is influenced by social factors, related to the feeling of accomplishment, as well as the concern with the attitude (credibility) of the brand (Vojvodić, Šošić & Žugić, 2018). Due to globalization, they seek multicultural experiences, as they are open to diversity and more detached from politics and religion (Díaz-Sarmiento, López-Lambraño & Roncallo-Lafont, 2017).…”