Pregledni rad
E-Shopping of Generation Z in the Osijek-Baranja and Vukovar-Srijem Counties
Sandra Mrvica Mađarac
; Veleučilište „Lavoslav Ružička“ u Vukovaru
*
Milan Puvača
orcid.org/0000-0003-0056-5290
; Ofir d.o.o., Osijek
*
Ena Tunjić
orcid.org/0009-0008-2179-3480
; Otok
*
* Dopisni autor.
Sažetak
The goal of the research was to examine the e-shopping habits of Generation Z. Generation Z includes people born between 1995 and 2010. They are characterized by a great connection with technology and social networks. 130 adults of generation Z from Osijek-Baranja and Vukovar-Srijem counties participated in the research. The research was conducted through a questionnaire using the Google Forms platform in the period from May to July 2024. The chi-square test was used to test hypotheses, the median was used to display descriptive data, Welch's analysis of variance was used to test differences, and Spearman's rank correlation coefficient was used to check the connection with time spent on the Internet. The results of the conducted research point to the regular e-shopping of generation Z, especially clothes and shoes, and their main motivations for shopping are saving time and ease of shopping. Social networks, such as Instagram and Tik Tok, and mobile applications are key tools for them in the decision-making process. The research results also indicate that women of generation Z are more satisfied with the e-shopping experience and use mobile applications more often, and price is the most important factor for them when shopping. With regard to work status, there are no significant differences in e-shopping behavior. Respondents who spend less time on the Internet use e-shopping more often.
Ključne riječi
generation Z; e-shopping; research
Hrčak ID:
346876
URI
Datum izdavanja:
21.12.2025.
Posjeta: 0 *