E-IMPULSE BUYING AMONG GENERATION X AND Y
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Abstract
While impulsive buying behavior offline has been studied since the 1950s impulsive behavior online is a rather new phenomenon and therefore not as researched (Verma & Singh, 2019) as offline impulse buying. Also, most of the articles found about impulse buying online have focused on other demographic variables than generations and those that were found were concentrated on only one generation. This study will
compare two different generations, Gen X and Gen Y.
Description
Internet and smartphones enable people to purchase online independent of time and place, and this have resulted in increased impulsive purchases on the internet. Different generations have been described to be more or less susceptible to impulse buying. Generation Y, the first generation that grew up with technology, have generally been described as impulsive, while Generation X, who were introduced to technology later in life, have been described as more rational. Further, consumers’ impulsive buying behavior has shown to be crucial and common while buying online.