Abstract
The paper focuses on the identification and specification of the Y and Z Generation online consumer behaviour and analysis of factors affecting the frequency of online shopping young Slovak consumers. The aim of this paper is to identify the factors affecting the frequency of online shopping of Millennials and Post-Millennials consumers. Within this issue, the attention is focused on the impact of individual characteristics of respondents, their online consumer attributes; their attitudes towards online shopping; financial risk perception; the impact and perception of promotion on their purchasing decisions; perception of the importance of guaranteeing risk-free online shopping; product range offer; and individual characteristics of an e-shops. The results of the research of general consumer attributes revealed statistically significant intergenerational and intergeneric differences. Keywords: Millennials, Post-Millennials, frequency of online shopping, e-commerce
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