Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market

Dabija, Dan-Cristian; Lung, Lavinia

doi:10.1007/978-3-030-17215-2_1

Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market

Dan-Cristian Dabija⁵ &
Lavinia Lung⁵

Conference paper
First Online: 15 June 2019

1909 Accesses
8 Citations

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The purpose of this paper is to highlight behavioural differences in online shopping via technical devices used by Millennials (Gen Y) and Gen Z in an emerging market. The research was conducted on 1233 respondents from an emerging market using the survey method, in which the working tool was a face-to-face questionnaire administered by volunteers. The results reveal that both generations still prefer shopping in bricks-and-mortar stores to online shopping, while Gen Z mostly prefer shopping online with their smartphones. Gen Y shop online fairly frequently, and services are purchased exclusively online by Gen Z. The present paper contributes to the development of the literature on generational theory, helping retailers to develop offers through the proper targeting of Millennials and Gen Z, and to understand the ways in which good customer experience during the shopping process can be created for young people in an emerging market.

Keywords

Millennials
Generation Z
Generational theory
E-stores
Online shopping
E-commerce
Emerging market
Technical devices
Apps

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Authors and Affiliations

Department of Marketing, Babeș-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Cluj-Napoca, Romania
Dan-Cristian Dabija & Lavinia Lung

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Dan-Cristian Dabija
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Lavinia Lung
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Correspondence to Dan-Cristian Dabija .

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Editors and Affiliations

Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania
Sebastian Văduva
Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania
Ioan Fotea
Emanuel University of Oradea, Oradea, Romania
Lois P. Văduva
College of Business and Communications, Concordia University Texas, Austin, TX, USA
Randolph Wilt

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Dabija, DC., Lung, L. (2019). Millennials Versus Gen Z: Online Shopping Behaviour in an Emerging Market. In: Văduva, S., Fotea, I., Văduva, L., Wilt, R. (eds) Applied Ethics for Entrepreneurial Success: Recommendations for the Developing World. GSMAC 2018. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-17215-2_1

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DOI: https://doi.org/10.1007/978-3-030-17215-2_1
Published: 15 June 2019
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-17214-5
Online ISBN: 978-3-030-17215-2
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