E-IMPULSE BUYING AMONG GENERATION X AND Y

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dc.contributor.authorMAHARJAN, JOSANA
dc.date.accessioned2023-03-01T04:09:53Z
dc.date.available2023-03-01T04:09:53Z
dc.date.issued2022-09
dc.descriptionInternet 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.en_US
dc.description.abstractWhile 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.en_US
dc.identifier.urihttps://hdl.handle.net/20.500.14540/15423
dc.language.isoenen_US
dc.subjectE-IMPULSEen_US
dc.subjectIMPULSIVE BEHAVIOR ONLINEen_US
dc.titleE-IMPULSE BUYING AMONG GENERATION X AND Yen_US
dc.title.alternativeE-IMPULSE BUYING AMONG GENERATIONen_US
dc.typeThesisen_US
local.academic.levelMastersen_US
local.institute.titleSchool of Managementen_US

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