Internet usage and commerce are growing significantly around the world, and Generation Y consumers, the first generation to grow up with the Internet, have turned into young adults. As part of this generation, university students represent a lucrative market for businesses selling a wide array of goods and services. The profiles of internet shoppers and nonshoppers around the world vary based on culture, information technology infrastructure, economic status, and demographic background. The purpose of this study was to empirically analyze online buying behavior among college students in Eastern Europe. Factors affecting the online purchase of eleven different merchandise categories were examined. Data were analyzed from 421 students enrolled in universities in Croatia and Bulgaria. Understanding the similarities and differences among millenials in different regions is crucial for both marketing theory and practice.
Internet buying online shopping Generation Y purchasing patterns consumer behavior Eastern Europe