| dc.creator | Kim,Donghyun | |
| dc.creator | Ammeter,Anthony P. | |
| dc.date | 2018-01-01 | |
| dc.date.accessioned | 2019-04-25T12:42:02Z | |
| dc.date.available | 2019-04-25T12:42:02Z | |
| dc.identifier | https://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-18762018000100102 | |
| dc.identifier.uri | http://revistaschilenas.uchile.cl/handle/2250/61301 | |
| dc.description | Abstract: The main purpose of this study is to examine the factors affecting the online shopping behavior of Net-generation comparing with pre Net-generation. To do so, the research develops a research model including nine independent variables that are hypothesized to predict the intention of purchase using the online shopping context and Net-geners’ characteristics. The partial least squares method of structural equation modeling was used to analyze 293 Net-geners and 246 preNet-geners. The results of the study show that the six online purchase determinants (product variety, feedback, responsiveness, personalization, acceptance of complaints, and enjoyment) are more important for Net-geners than for preNet-geners. This study contributes to the understanding of online purchasing behavior of the Net generation (Net-geners) and will help to envision new strategies for marketing to Net-geners. Previous research has focused on shifts in technology and overlooks the shift of consumer demographics as the Net-geners are the first to grow up surrounded by digital media and the Internet. | |
| dc.format | text/html | |
| dc.language | en | |
| dc.publisher | Universidad de Talca | |
| dc.relation | 10.4067/S0718-18762018000100102 | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.source | Journal of theoretical and applied electronic commerce research v.13 n.1 2018 | |
| dc.subject | E-commerce | |
| dc.subject | Net-generation | |
| dc.subject | Online shopping behavior | |
| dc.subject | PreNet-generation | |
| dc.subject | Generational differences | |
| dc.title | Shifts in Online Consumer Behavior: A Preliminary Investigation of the Net Generation | |
