Key differences in online clothes shopping behaviour between Generation Z and Generation Y in Ireland

dc.contributor.advisorDuhy, Aislingen
dc.contributor.authorShevchuk, Oksana
dc.date.accessioned2021-03-18T11:29:10Z
dc.date.available2021-03-18T11:29:10Z
dc.date.issued2020
dc.description.abstractThe importance of understanding shopping behaviour of consumers cannot be underestimated. The purpose of this study is to identify the main determinants and motivational factors that differentiate Generation Z (Age:18-24) and Generation Y (Age:25-34) consumer groups in Ireland and how this influences their behaviour when shopping for clothes with online retailers. A descriptive research design along with deductive positivism philosophy was applied. Primary data was collected through an online survey of 87 consumers who have experience in purchasing clothes online. Findings show that the most pronounced differences between Generations Z and Y relate to hedonic motivation of Generation Z and utilitarian motivation of Generation Y along with preferences of social media platforms, mobile retailer apps, discounts, uniqueness of clothes and tendencies to purchase from one or more brands. These findings are important for online fashion retailers to understand as these generations represent the largest consumer groups who purchase clothes online.en
dc.identifier.citationShevchuk, O. (2020). Key differences in online clothes shopping behaviour between Generation Z and Generation Y in Ireland. Venkatesh, A. (2020). Assessing the impact of social media marketing on buying behaviour of pet owners in Ireland. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4117
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectOnline Shoppingen
dc.subjectGeneration Zen
dc.subjectGeneration Yen
dc.subjectClothing tradeen
dc.titleKey differences in online clothes shopping behaviour between Generation Z and Generation Y in Irelanden
dc.typeThesisen
dc.type.degreelevelMScen
dc.type.degreenameMSc in Digital Marketingen
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