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Article
Publication date: 19 December 2019

Maria Dharmesti, Theresia Rasika Seta Dharmesti, Sarah Kuhne and Park Thaichon

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of…

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Abstract

Purpose

The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour.

Design/methodology/approach

Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses.

Findings

The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions.

Practical implications

The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics.

Originality/value

Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.

Details

Young Consumers, vol. 22 no. 1
Type: Research Article
ISSN: 1747-3616

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Available. Content available
Book part
Publication date: 30 August 2019

Ellis Cashmore

Abstract

Details

Kardashian Kulture
Type: Book
ISBN: 978-1-78743-706-7

Available. Content available
Book part
Publication date: 15 June 2018

Abstract

Details

Advances in Mergers and Acquisitions
Type: Book
ISBN: 978-1-78756-136-6

Available. Content available
Book part
Publication date: 19 August 2015

Abstract

Details

Cognition and Strategy
Type: Book
ISBN: 978-1-78441-946-2

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Book part
Publication date: 6 November 2012

Simon N. Parry

Purpose – This paper examines the effects that voluntary environmental reporting has on specific environmental practices in micro businesses. In particular, praxis discontinuities…

Abstract

Purpose – This paper examines the effects that voluntary environmental reporting has on specific environmental practices in micro businesses. In particular, praxis discontinuities between disclosure and behaviour are contrasted between disclosing and non-disclosing micro businesses, ceteris paribus, in a rural region of North West England.

Approach – Six businesses were interviewed and findings were interpreted using a lens derived from the concept of moral proximity (the belief that small businesses are embedded in local communities and therefore are more morally accountable for their actions).

Findings – Findings suggest that environmental reporting is primarily driven by coercive/regulatory forces, whereas environmental practice is driven more by economic/strategic forces. The degree of discontinuity between disclosure and behaviour can be correlated to moral proximity, and this is found to vary significantly by industry sector.

Implications – The study concludes that an increased level of environmental reporting is no guarantee of improved environmental practice due to the dislocation between the drivers of the two elements of praxis.

Value – The study provides empirical evidence of the impact of different external interventions that can help inform future policy development on small business environmental responsibility.

Details

Social and Sustainable Enterprise: Changing the Nature of Business
Type: Book
ISBN: 978-1-78190-254-7

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