scholarly journals An Empirical Study of the Impact of ICT on College Students' Shopping Behavior

2003 ◽  
Vol 34 (1) ◽  
pp. 265-284 ◽  
Author(s):  
Tokio OTSUKA ◽  
Hiroyuki SOMEYA ◽  
Toshiya JITSUZUMI ◽  
Hitoshi MITOMO
Keyword(s):  
College Students ◽  
Empirical Study ◽  
Shopping Behavior ◽  
The Impact

scholarly journals Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

2020 ◽  
Vol 16 (3) ◽  
pp. 14-25
Author(s):  
Martin Mudrik ◽  
Martin Rigelsky ◽  
Beata Gavurova ◽  
Radovan Bačik ◽  
Richard Fedorko
Keyword(s):  
Empirical Study ◽  
Purchase Intention ◽  
Parametric Method ◽  
Shopping Behavior ◽  
Second Step ◽  
Purchasing Behavior ◽  
The Difference ◽  
The Impact ◽  
Vega 1 ◽  
Research Grant

The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

The Impact of Neurotherapy on College Students' Cognitive Abilities and Emotions

2008 ◽  
Author(s):  
Krista K. Fritson ◽  
Theresa A. Wadkins ◽  
Pat Gerdes ◽  
David Hof
Keyword(s):  
College Students ◽  
Cognitive Abilities ◽  
The Impact
Sign in / Sign up

Export Citation Format

Share Document