Uticaj životnog stila generacije Z na prihvatanje onlajn kupovine u Srbiji

Abstract

The development of information and communication technologies has influenced the lifestyle of consumers. Online shopping saves time and seemingly money, because it allows consumers to shop from home at any time 24/7/365. Today's consumers are online consumers, but the difference in generations indicates the need for consumers as such to be profiled and analyzed. The fact that 2020 is marked as the Corona year gives special importance to the analysis of online shopping intention. Measures to slow down the pandemic, among other things, were distancing, quarantine, isolation, so online shopping is becoming more convenient or the only possible option. The willingness of consumers to shop in a pandemic has accelerated the online shopping process in many countries and led to the creation of a new pattern of consumer behavior. The subject of this paper is Generation Z, which mostly follows the development of information and communication technologies. The aim of the research is to confirm the connection between the lifestyle of Generation Z, primarily students, as members of the dominant academic environment and online shopping. A well-structured questionnaire adopted from various previous studies was conducted through an online survey of 320 students across Serbia. Consumer lifestyle identification statements include activities, interests and opinions (AIO), where activities relate to a person's daily activities in terms of entertainment, leisure and shopping, interests relate to the importance a person has for fashion, food, recreation, media, and opinions focus on social issues, products, future, culture. The study uses a simple random sampling technique. The study performs a research factor analysis to isolate the factors that have emerged as bearers of consumer lifestyle characteristics.