Electronic shopping: young people as consumers

Abstract

AbstractFindings and discussions in this paper lead to recommendations in relation to young people as consumers in the electronic marketplace. The recommendations in this paper may be of value to students, academics, e‐marketers and e‐retailers. This paper seeks to take a cross‐border perspective while discussing the issue of young consumers and electronic shopping. It attempts to discuss significant macro‐environmental influences on young consumers in the electronic commerce market. It also highlights important opportunities and threats, relevant to the young consumers target market. The paper finally introduces generic strategies that may be used to successfully target the youth market and discusses resulting implications. Before delving into the electronic shopping market analysis and the strategic focus on young people, the paper will first introduce the meaning of electronic shopping and highlight the interdependent nature of electronic shopping and e‐commerce. It will also explain what is meant by young consumers in the context of this study.