The socio-demographic profile of Generation Y online shoppers in Taiwan
by I.K.W. Lai, D. Liang
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 3, No. 2, 2009

Abstract: Generation Y has tremendous buying power and represents the future market for electronic commerce (e-commerce). There are only a few studies on Generation Y's profile. This research aims to create a profile of Generation Y online shoppers in Taiwan and examine their socio-demographic characteristics, as compare to internet users, but non-shoppers. Data from 1,187 respondents are collected and analysed. Results of the study provide guidance to e-commerce marketers to formulate their effective electronic customer relationship management strategies that encourage Generation Y internet users to make online purchases. This study provides contribution to practice for those companies currently targeting Generation Y consumers via their e-commerce websites or those considering the possibility of targeting this population.

Online publication date: Mon, 18-May-2009

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