Abstract
E-commerce has gained momentum with the rapid development of technology, and nowadays, we are permanently connected, with constant access to information and a wide range of products. Not only does a desktop computer offer us this possibility, but the latest-generation tablets and mobile phones create a broad framework. This paper investigates Romanian consumers’ attitudes towards adopting mobile technology for commerce (m-commerce), taking into account its development in the last few years, especially among younger generations. The main objectives of the research are to identify the preference for m-commerce use among Generation Z, establish the ways and the devices used by Gen Z individuals to inform about the products and services and order them, and analyze the factors influencing the use of m-commerce applications. The research methodology consists of conducting an empirical analysis using a distributed survey among youngsters from Generation Z in Romania. We used descriptive statistics, such as the analysis of frequency and the mean of variables, artificial neural network analysis (ANN), and multivariate analysis of variance (MANOVA), to validate the hypotheses. The research results indicate a solid inclination for m-commerce among Generation Z. The results are helpful for companies that can shape their marketing strategies to boost their sales using m-commerce channels among the younger population.
Highlights
The world is dominated by consumption, and society has turned this into a unit of measurement for assessing people’s progress and well-being and their ability to pay higher bills
The demo-socio-economic variables strongly influence the inclination of Generation Z (Gen Z) individuals towards using mobile applications
The first hypothesis targeted e-commerce in general, identifying the ways and the devices used by Gen Z individuals to inform themselves about products and services and order them
Summary
The world is dominated by consumption, and society has turned this into a unit of measurement for assessing people’s progress and well-being and their ability to pay higher bills. Consumption has become practically “one of the codes that place you in the social hierarchy” [1]. People’s shopping habits have undergone multiple changes over the years, and everything is accessible without requiring the effort to go to a physical store. In which any product can be accessed and ordered from thousands of miles away, has become an integral part of any individual’s life. The ideas enunciated in specialized works have both positive and negative values, going beyond the scope of explanations, according to which “consumption means satisfying needs” [3], and questioning the relevance and reality of the existence of these needs, in the context of psychological, social, and cultural influences
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