Consumer behaviour in E-Commerce : Millennials in the USA, Washington D.C area
Torrez Pimentel, Orlando (2016)
Torrez Pimentel, Orlando
Metropolia Ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201602112117
https://urn.fi/URN:NBN:fi:amk-201602112117
Tiivistelmä
The target of this thesis was to understand consumer behaviour in e-commerce. The target area is the Washington DC area USA from amongst young adults between 21-34 years of age classified as millennials. The impact of technology changes and variables influencing the selection process of an e-retailer among the millennials was studied. A research with help of a survey to total 285 participants in four different shopping malls was performed in the Washington D.C. metropolitan area conducted between April 1st and May 31st 2015.
The findings of the survey show that both the number of consumers who use the Internet for both assessing a product and retailers that are selling via Internet is growing in the area of this research. Consumers are also purchasing with more frequency on the Internet and as such the importance of the Internet is becoming a crucial aspect to understand consumer behaviour. The items purchased on the Internet range from small purchase items of iPhone cases to large purchase of vessels and work trucks with prices ranging on the thousands of dollars. Trust is imperative on the Internet and along increasing competition it is the all more important to have a strict control of what goes in the Internet and what goes out to the Internet in regards to ones business.
On a personal note, I had an experience purchasing a truck replacement part from a farm ways out in Pennsylvania farmland. The seller at the conclusion of the transaction re-marked how without “this Internet” we would have never met or known we existed. I believe that simple remark summarizes all the importance of E-Commerce.
The findings of the survey show that both the number of consumers who use the Internet for both assessing a product and retailers that are selling via Internet is growing in the area of this research. Consumers are also purchasing with more frequency on the Internet and as such the importance of the Internet is becoming a crucial aspect to understand consumer behaviour. The items purchased on the Internet range from small purchase items of iPhone cases to large purchase of vessels and work trucks with prices ranging on the thousands of dollars. Trust is imperative on the Internet and along increasing competition it is the all more important to have a strict control of what goes in the Internet and what goes out to the Internet in regards to ones business.
On a personal note, I had an experience purchasing a truck replacement part from a farm ways out in Pennsylvania farmland. The seller at the conclusion of the transaction re-marked how without “this Internet” we would have never met or known we existed. I believe that simple remark summarizes all the importance of E-Commerce.