PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA
This research seeks to develop a better understanding of the factors affecting on-line purchasing behavior among Generation Y (Gen Y) consumers in Bulgaria. Also called millenials and born between the mid-1970s and late 1990s, this generation is especially active online and will be a dominant influ...
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| Format: | Article |
| Language: | English |
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Faculty of Economics, University of Tuzla
2014-05-01
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| Series: | Economic Review |
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| Online Access: | https://www.er.ef.untz.ba/index.php/er/article/view/150 |
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| author | Patricia R. Loubeau Robert Jantzen Elitsa Alexander |
| author_facet | Patricia R. Loubeau Robert Jantzen Elitsa Alexander |
| author_sort | Patricia R. Loubeau |
| collection | DOAJ |
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This research seeks to develop a better understanding of the factors affecting on-line purchasing behavior among Generation Y (Gen Y) consumers in Bulgaria. Also called millenials and born between the mid-1970s and late 1990s, this generation is especially active online and will be a dominant influence shaping e-commerce. An empirical study was conducted based on a written survey of a sample consisting of 367 high school and university students in Bulgaria. The most important reason why Bulgarian young people shop online is the pursuit of unique products not locally available, followed by convenience and better pricing, and their favorite category of internet purchases is “Apparel and Accessories.” Bulgarian millennials are using the internet to shop for trendy fashion and to obtain a variety of brands that are unavailable locally. Like other regions of the world, concern about financial transactions security is a major barrier limiting the willingness to shop on-line in Bulgaria. Unlike other markets where online music purchases are growing, high levels of digital piracy in Bulgaria strongly discourage Bulgarian students from purchasing music online. One limitation of this study arises because of its reliance on a convenience sample of students from medium sized cities in Southern Bulgaria. Further research employing stratified random sampling across Bulgaria is needed to assess whether the findings are broadly generalizable for the Gen Y population.
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| format | Article |
| id | doaj-art-606539f9e87b4908974b39ce849af59c |
| institution | Kabale University |
| issn | 1512-8962 2303-680X |
| language | English |
| publishDate | 2014-05-01 |
| publisher | Faculty of Economics, University of Tuzla |
| record_format | Article |
| series | Economic Review |
| spelling | doaj-art-606539f9e87b4908974b39ce849af59c2025-02-11T00:33:17ZengFaculty of Economics, University of TuzlaEconomic Review1512-89622303-680X2014-05-01121PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIAPatricia R. Loubeau0Robert Jantzen1Elitsa Alexander2Hagan School of Business, Iona College, USADepartment of Economics, Iona CollegeInstitute for Media and Communications Management, University of St. Gallen This research seeks to develop a better understanding of the factors affecting on-line purchasing behavior among Generation Y (Gen Y) consumers in Bulgaria. Also called millenials and born between the mid-1970s and late 1990s, this generation is especially active online and will be a dominant influence shaping e-commerce. An empirical study was conducted based on a written survey of a sample consisting of 367 high school and university students in Bulgaria. The most important reason why Bulgarian young people shop online is the pursuit of unique products not locally available, followed by convenience and better pricing, and their favorite category of internet purchases is “Apparel and Accessories.” Bulgarian millennials are using the internet to shop for trendy fashion and to obtain a variety of brands that are unavailable locally. Like other regions of the world, concern about financial transactions security is a major barrier limiting the willingness to shop on-line in Bulgaria. Unlike other markets where online music purchases are growing, high levels of digital piracy in Bulgaria strongly discourage Bulgarian students from purchasing music online. One limitation of this study arises because of its reliance on a convenience sample of students from medium sized cities in Southern Bulgaria. Further research employing stratified random sampling across Bulgaria is needed to assess whether the findings are broadly generalizable for the Gen Y population. https://www.er.ef.untz.ba/index.php/er/article/view/150on-line shoppingGeneration Yconsumer behaviorEastern Europe |
| spellingShingle | Patricia R. Loubeau Robert Jantzen Elitsa Alexander PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA Economic Review on-line shopping Generation Y consumer behavior Eastern Europe |
| title | PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA |
| title_full | PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA |
| title_fullStr | PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA |
| title_full_unstemmed | PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA |
| title_short | PROFILES AND PREFERENCES OF ON-LINE MILLENIAL SHOPPERS IN BULGARIA |
| title_sort | profiles and preferences of on line millenial shoppers in bulgaria |
| topic | on-line shopping Generation Y consumer behavior Eastern Europe |
| url | https://www.er.ef.untz.ba/index.php/er/article/view/150 |
| work_keys_str_mv | AT patriciarloubeau profilesandpreferencesofonlinemillenialshoppersinbulgaria AT robertjantzen profilesandpreferencesofonlinemillenialshoppersinbulgaria AT elitsaalexander profilesandpreferencesofonlinemillenialshoppersinbulgaria |