Template-Type: ReDIF-Article 1.0
Author-Name: Petronela Klačanská
Author-Name-First: Petronela
Author-Name-Last: Klačanská
Author-Email: petronela.klacanska@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Lucia Kohnová
Author-Name-First: Lucia
Author-Name-Last: Kohnová
Author-Email: lucia.kohnova@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Title: Specifics of online behavior of Generation Z
Abstract: In the case of technological change, it is necessary not only to explore the development of the technological environment but also to explore and analyze changes of the technology usage and the possibilities brought by the technologies. Technological changes affect the behavior of the people. On the other hand, every generation of users have different approach to the use of technologies. Both individuals and generations are increasingly influenced by the internet, individual tools and applications that affect people’s social relationships and behavior. The concept of generations is based on the definition of a group of people who have the same characteristics of behavior, and we can describe them for a certain period in which they were born (Kupperschmidt 2000). Recently, Generation Z has become to the forefront of exploring intergenerational differences. Several surveys and presented research articles highlight the specifics and differences of Generation Z and emphasize the need for customized access to representatives of this generation. This paper presents partial results and findings of existing research articles on this topic and will be followed with own research in further papers.
Classification-JEL: M31
Keywords: Generation Z, shopping behavior, trends on social networks, usage of social platforms
Journal: Marketing Science & Inspirations
Pages: 21-28
Volume: 13
Issue: 4
Year: 2018
File-URL: https://msijournal.com/specifika-online-spravania-sa-generacie-z/
Handle: RePEc:cub:journm:v:13:y:2018:i:4:p:21-28