Transferability of generational theory in a cross cultural context

Yan Sun; Woon Kian Chong

doi:10.1109/IS3C.2014.57

Transferability of generational theory in a cross cultural context

Yan Sun, Woon Kian Chong

International Business School Suzhou

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

Abstract

This empirical study investigates consumer behaviour of Generation Y (Gen Y) (aged from 18-33) in a cross cultural e-commerce context. In particular, this study focuses on perceived risks and online purchases through a comparative analysis between developed and emerging markets. To fully exploit the potential of e-commerce and eventually achieve the vision of sustainable e-commerce 'ecosystem', there is an urgent need to understand the Gen Y consumers' online purchase behaviour which is the most populous users in the digital business environment. The critical factors relating to online risks will be tackled using a quantitative approach. Based on the need from the literature, this study is intended to make a contribution to both academics and practitioners that use the Internet and other electronic means for marketing purposes.

Original language	English
Title of host publication	Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014
Publisher	IEEE Computer Society
Pages	179-182
Number of pages	4
ISBN (Print)	9781479952779
DOIs	https://doi.org/10.1109/IS3C.2014.57
Publication status	Published - 2014
Event	2nd International Symposium on Computer, Consumer and Control, IS3C 2014 - Taichung, Taiwan, Province of China Duration: 10 Jun 2014 → 12 Jun 2014

Publication series

Name	Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014

Conference

Conference	2nd International Symposium on Computer, Consumer and Control, IS3C 2014
Country/Territory	Taiwan, Province of China
City	Taichung
Period	10/06/14 → 12/06/14

Keywords

Generation Y
Generational Theory
Online Purchase

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1109/IS3C.2014.57

Cite this

Sun, Y., & Chong, W. K. (2014). Transferability of generational theory in a cross cultural context. In Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014 (pp. 179-182). Article 6845489 (Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014). IEEE Computer Society. https://doi.org/10.1109/IS3C.2014.57

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Sun, Y & Chong, WK 2014, Transferability of generational theory in a cross cultural context. in Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014., 6845489, Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014, IEEE Computer Society, pp. 179-182, 2nd International Symposium on Computer, Consumer and Control, IS3C 2014, Taichung, Taiwan, Province of China, 10/06/14. https://doi.org/10.1109/IS3C.2014.57

Transferability of generational theory in a cross cultural context. / Sun, Yan; Chong, Woon Kian.
Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014. IEEE Computer Society, 2014. p. 179-182 6845489 (Proceedings - 2014 International Symposium on Computer, Consumer and Control, IS3C 2014).

Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review

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AB - This empirical study investigates consumer behaviour of Generation Y (Gen Y) (aged from 18-33) in a cross cultural e-commerce context. In particular, this study focuses on perceived risks and online purchases through a comparative analysis between developed and emerging markets. To fully exploit the potential of e-commerce and eventually achieve the vision of sustainable e-commerce 'ecosystem', there is an urgent need to understand the Gen Y consumers' online purchase behaviour which is the most populous users in the digital business environment. The critical factors relating to online risks will be tackled using a quantitative approach. Based on the need from the literature, this study is intended to make a contribution to both academics and practitioners that use the Internet and other electronic means for marketing purposes.

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Transferability of generational theory in a cross cultural context

Abstract

Publication series

Conference

Keywords

UN SDGs

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