Shopping behaviour of e - commerce customers on the example of generation Z

Abstract

Research background: In today's competition markets and different types of customers, it is difficult to achieve a competitive advantage for merchants without knowing the shopping behaviour or intentions of customers. We can classify online store customers into many categories, but we have chosen a category - Generation Z. Purpose of the article: Generation Z can be generally defined as the technically most advanced generation of the entire population. This generation represents demanding customers who seek experiences and shop the mostly online. Generation Z members have relatively high ambitions regarding their careers, lives and they know exactly what, where and how they shop. The aim of this article is to present key factors influencing purchasing behaviour of Generation Z in Slovakia. Methods: Methods were used to meet the aim of the paper, to present the results of the author's primary research, processed by reducing the number of attributes influencing purchasing behavior using factor analysis. The target group of primary research respondents was born between 1997 and 2012. Findings & Value added: Purchasing behavior of the Z generation is mainly influenced by design of the website, the importance of delivery methods together with the possibility of online payment, reviews of merchants and shopping at a well-known seller. An interesting finding is Generation Z's lack of interest in a new wave of trends influencing shopping preferences through popular people on the Internet, called influencers.

Gen Z and Their Sustainable Shopping Behavior in the Second-Hand Clothing Segment: Case Study of the Slovak Republic

“…Notorious acquaintance online platforms include, for example, eBay and Vinted, which are oriented towards clothing products. These platforms allow users to buy potentially high-quality products at a discount while allowing sellers to consign used items to make money and free up space in their homes [26]. Currently, Vinted is a consolidated leading platform for buying and selling used clothing and other materials with more than 65 million users and more than 1200 employees, operating in 16 countries: Austria, Belgium, Canada, France, Germany, Italy, Lithuania, Luxembourg, Poland, Portugal, Slovakia, Spain, the Netherlands, the Czech Republic, the United Kingdom, and the USA [27].…”