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Decoding Gen Y Online Shopping Patterns: A Model-based Study

delete2024-01-06
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PRE
AI
S
Shivam Sakshi
Y
Yuhui Gao
S
Sudhir Rana
S
Sabari Shankar Ravichandran
M
Manjeet Kharub
K
K. Mohamed Jasim
DOI：10.1177/09722629231216822delete
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摘要

摘要

En 中文
消费者决策制定已受到营销人员和研究人员的大量研究。这项研究不仅有助于识别市场挑战和机遇，还有助于制定策略以有效应对这些挑战和机遇。本研究旨在填补相关研究空白，通过探索和分析影响消费者决策制定风格的因素，特别是在印度Y世代消费者在线服装购物背景下。调查了335名Y世代消费者，并使用SPSS 26进行探索性因子分析，以识别主要的决策制定风格。随后，使用SPSS AMOS进行验证性因子分析，以验证模型的存在。本研究结果表明，Y世代的决策制定风格受到多种因素的影响，包括网站质量意识、享乐和激励动机、社会和外部环境，以及新奇导向和冲动性。
Keyword:
online apparel shopping
Generation Y
consumer decision-making
website quality
hedonic motivation
societal influences

期刊

V
Vision: The Journal of Business Perspective
IF:
0
论文数:
320
被引数:
1

机构

D
dcu business school, dublin city university, dublin, ireland
学者数:
1
论文数: 1
被引数: 0
引用论文

引用论文

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