Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/207697
Authors: 
Meštrović, Ines Sosa
Knežević, Blaženka
Falat, Martina
Year of Publication: 
2019
Citation: 
[Title:] Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Rovinj, Croatia, 12-14 September 2019 [ISSN:] 2706-4735 [Volume:] 5 [Pages:] 367-375
Abstract: 
Electronic commerce in B2C area is developing rapidly in Europe in last decade and it became respective proportion in retail revenue generation in all EU countries. More than a half of population in EU are online shoppers. Books are important product category. On the other hand, consumer generations behave differently and various factors influence their decision making both in offline and in online world. In this paper we examine what influences decision making in online purchasing of books for X and Y consumer generation. The paper is based on own primary research.
Subjects: 
e-commerce
young consumers
generation X
generation Y
retail
JEL: 
L81
L86
M31
Creative Commons License: 
https://creativecommons.org/licenses/by-nc/4.0/
Document Type: 
Conference Paper

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