engleski

RESEARCH OF IMPACT FACTORS ON BEHAVIOR OF MILLENNIALS IN ONLINE BUYING

The emergence and development of the Internet have had and have a substantial impact on all segments of the social and economic life of people. The most important of its advantages are easier and faster communication and connection, quick access to various types and forms of information, and the possibility to buy online. The very possibility of online buying is considered a “miracle” of the century, in just a few “mouse clicks” one can order a product from any part of the world. It is without a doubt that online buying is gaining in importance and is changing traditional patterns of customer behavior. A powerful consumer group, which is increasingly respected by the economy and which stands out for its specificities, beliefs, and values, is the so-called millennial generation. Marketing, as well as overall business goals, are directed toward this consumer group that has grown with the Internet and the development of new communications technologies. In this sense, online sales also becomes an integral part of the overall sales policy of a company. The paper explores the impact factors of online buying by millennial generation to maximize the adaptation of this form of direct sales to the millennial generation.

factors, influencing ; online buying ; Internet ; millennials

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