Title: Managing online environment cues: evidence from Generation Y consumers

Authors: Matea Matic; Katija Vojvodic

Addresses: Department of Economics and Business Economics, University of Dubrovnik, Lapadska obala 7, 20 000 Dubrovnik, Croatia ' Department of Economics and Business Economics, University of Dubrovnik, Lapadska obala 7, 20 000 Dubrovnik, Croatia

Abstract: Previous studies revealed that consumers' interpretations of online environment exerted a powerful influence over buying intention. The paper aimed to investigate the difference between Generation Y online buying behaviour and online environment cues. The paper also explored the relation between Generation Y online buying behaviour and consumers' intention in an online environment. The data were collected using an online survey on a sample of 515 Croatian Generation Y consumers from the Dubrovnik-Neretva County. The data were analysed using factor analysis and analysis of variance. The findings indicated that online consumers were influenced by three major factors, compulsiveness, impulsiveness and functionality. The results also revealed that online environment cues (ease of use, website quality and attractiveness, and website design) had a significant influence on Generation Y consumers who purchased online due to compulsivity and functionality. Additionally, the significant moderately strong relationship was found between online environment cues and consumers' intentions towards online buying.

Keywords: online environment cues; Generation Y consumers; online consumer behaviour.

DOI: 10.1504/IJEMR.2017.083554

International Journal of Electronic Marketing and Retailing, 2017 Vol.8 No.1, pp.77 - 90

Received: 08 Feb 2016
Accepted: 14 Jun 2016
Published online: 10 Apr 2017 *

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