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- W4226466655 abstract "The age of market globalisation and on-line presence allows companies to improve their relations with customers as well as to establish more direct communication. The different shopping acts may be related to a person's utilitarian and hedonic values. A study carried out by Hootsuite revealed that clothing and beauty products were the most on-line bought items in Portugal in 2017. The study aims at understanding the motivations behind choosing on-line channels for buying those types of products, with a special emphasis on the different generations of buyers. The authors use an exploratory methodology based on an on-line survey with 280 responses. There is a stronger association between the utilitarian value and the intention to repeat a purchase than between the hedonic value and that intention. Generation X is more associated to the repurchase intention to repeat a purchase based on utilitarian values and Generation Z shows a stronger association between hedonic values and being a repeat customer." @default.
- W4226466655 created "2022-05-05" @default.
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- W4226466655 date "2022-01-01" @default.
- W4226466655 modified "2023-09-23" @default.
- W4226466655 title "E-Commerce" @default.
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- W4226466655 doi "https://doi.org/10.4018/978-1-7998-9179-6.ch007" @default.
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