Generation Y: Online shopping behaviour of the secondary school and university students

Abstract

This paper presents the results of primary research which was focused on specifics of online shopping in the segment of secondary school and university students. This segment is a part of one generational cohort - Generation Y which has its own specifics and characteristics. The main objective is to describe some aspects of shopping orientations of this segment, especially in the online environment. The research results show that young Generation Y individuals prefer online sources of information, mainly price comparison website Heureka.cz and online shop websites. The significant others (family, friends, etc.) are the third most used source of information and the first personal one. When they choose online retailer they mostly take notice of the quality of information about products and the reviews of former customers and online shop comments. As the best benefit online shop can offer they regard short time benefits as a free delivery and a gift to an order.