Differences between x and y generation in attitudes towards online book purchasing

Abstract

Electronic commerce is developing rapidly in European Union and proportion of individuals utilizing online purchasing exceeded seventy percent of population older than 16. The proportion of online shoppers is the highest in younger generations of consumers. Books are one of top five product categories purchased online. Studies in consumer behavior confirmed that age influences consumer choices and purchasing decisions in numerous ways. Therefore, it is necessary to explain are there differences according to consumer's age when it comes to online purchasing of particular product categories. In this paper we examine differences in consumers' attitudes regarding online book purchasing. The paper is based on own primary research conducted in March and April 2018.