Title: The socio-demographic profile of Generation Y online shoppers in Taiwan

Authors: I.K.W. Lai, D. Liang

Addresses: Faculty of Management and Administration, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau, China. ' Department of Hospitality Management, Ming-Dao University, 369 Wen-Hua Rd., Peetow, Chang-Hau 52345, Taiwan

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.

Keywords: electronic commerce; e-commerce; electronic marketing; e-marketing; strategies; online shopper profile; online buying behaviour; Generation Y; Taiwan; online shopping; e-shopping; internet shopping; electronic shopping; electronic CRM; customer relationship management; ECRM strategies.

DOI: 10.1504/IJECRM.2009.025284

International Journal of Electronic Customer Relationship Management, 2009 Vol.3 No.2, pp.132 - 148

Published online: 18 May 2009 *

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