Abstract
Improving effectiveness of communication with customers is one of the key elements for strengthening organizational competitiveness. One of the basic channels of communication with customers is digital communication via website. Millennials are considered as the second largest generational group after the baby boomers. Due to their size and consumerism mentality this generation is attractive target for many industries, especially for creative industry and digital products. The purpose of this paper is analysis of Millennial perception of various website characteristics: General perception of website, Perception of aesthetic appeal, Perception of navigation convenience, and Perception of content. Research was conducted on a sample of 234 respondents from Southern California. Statistically significant differences in respondents’ perception of website characteristics according to age, gender, and education level were determined. Research findings contribute to the digital marketing and customer behavior literature, as do findings related to differences between various Millennial sub groups. Better understanding of the Millennial perception of website characteristics should benefit businesses globally.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Gurău, C.: A life-stage analysis of consumer loyalty profile: comparing generation X and millennial consumers. J. Consum. Mark. 29(2), 103–113 (2012)
Valentine, B.D., Powers, T.L.: Generation Y values and lifestyle segments. J. Consum. Mark. 30(7), 597–606 (2013)
Nowak, L., Thach, L., Olsen, J.E.: Wowing the Millennials: creating brand equity in the wine industry. J. Prod. Brand Manag. 15(5), 316–323 (2006)
Eastman, J.K., Iyer, R., Liao-Troth, S., Williams, D.F., Griffin, M.: The role of involvement on Millennials’ mobile technology behaviors: the moderating impact of status consumption, innovation, and opinion leadership. J. Mark. Theory Pract. 22(4), 455–470 (2014)
Moreno, F.M., Lafuente, J.G., Carreón, F.Á., Moreno, S.M.: The characterization of the Millennials and their buying behavior. Int. J. Mark. Stud. 9(5), 135 (2017)
Eastman, J.K., Liu, J.: The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption. J. Consum. Mark. 29(2), 93–102 (2012)
Smith, K.T.: Digital marketing strategies that Millennials find appealing, motivating, or just annoying. J. Strateg. Mark. 19(6), 489–499 (2011)
Van den Bergh, J., Behrer, M.: How Cool Brands Stay Hot: Branding to Generation Y. Kogan Page, London (2011)
Moore, M.: Interactive media usage among millennial consumers. J. Consum. Mark. 29(6), 436–444 (2012)
Okazaki, S., Li, H., Hirose, M.: Consumer privacy concerns and preference for degree of regulatory control: a study of mobile advertising in Japan. J. Advert. 38(4), 63–77 (2009)
Kukar-Kinney, M., Ridgway, N.M., Monroe, K.B.: The relationship between consumers’ tendencies to buy compulsively and their motivations to shop and buy on the internet. J. Retail. 85(3), 298–307 (2009)
Schlosser, A.E., White, T.B., Lloyd, S.M.: Converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase intentions. J. Mark. 70(2), 133–148 (2006)
Draskovic, Z., Celic, D., Cosic, I., Uzelac, Z., Petrov, V.: Understanding perception of website characteristics: empirical study from Serbia. In: Proceedings of the 8th International Conference on Mass Customization and Personalization – Community of Europe, MCP-CE 2018, pp. 81–87. Press (2018)
Bruner II, G.C., Kumar, A.: Similarity analysis of three attitude toward the website scales. Q. J. Electron. Commer. 3(2), 163–172 (2002)
Johnson, G.J., Bruner II, G.C., Kumar, A.: Interactivity and its facets revisited: theory and empirical test. J. Advert. 35(4), 35–52 (2006)
Stevenson, J.S., Bruner, G.C., Kumar, A.: Webpage background and viewer attitudes. J. Advert. Res. 40(1–2), 29–34 (2000)
Chattopadhyay, A., Basu, K.: Humor in advertising: the moderating role of prior brand evaluation. J. Mark. Res. 27(4), 466–476 (1990)
Kwon, W.S., Lennon, S.J.: Reciprocal effects between multichannel retailers’ offline and online brand images. J. Retail. 85(3), 376–390 (2009)
Bruner, G.C., Kumar, A.: Web commercials and advertising hierarchy-of-effects. J. Advert. Res. 40(1–2), 35–42 (2000)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 Springer Nature Switzerland AG
About this paper
Cite this paper
Ćelić, Đ., Drašković, Z., Ćosić, I., Uzelac, Z., Petrov, V. (2020). Understanding Millennial Perception of Website Characteristics. In: Anisic, Z., Lalic, B., Gracanin, D. (eds) Proceedings on 25th International Joint Conference on Industrial Engineering and Operations Management – IJCIEOM. IJCIEOM 2019. Lecture Notes on Multidisciplinary Industrial Engineering. Springer, Cham. https://doi.org/10.1007/978-3-030-43616-2_24
Download citation
DOI: https://doi.org/10.1007/978-3-030-43616-2_24
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-43615-5
Online ISBN: 978-3-030-43616-2
eBook Packages: EngineeringEngineering (R0)