Consumers in New Millennium: Attitudes towards Adoption of New Technologies in Purchasing Process

• Authors: Janka Kopaničová , Dagmar Klepochová
• Languages of publication: EN

Abstracts

EN

The use of new technologies has brought many changes into consumer behaviour, especially into purchasing process. The aim of the article is to uncover the attitudes of different generations towards usage of new technologies in purchasing process and determine if the diffusion of innovative purchasing process is significantly different among different generations. The article presents the results of authors´ research of usage of new technologies in purchasing process, as well as attitudes towards it, among different age groups - Generation X, Y, Z and seniors. Results of hybrid research carried out by semi-structured interviews with 551 respondents show, that there are significant generational differences in all three components of attitude towards online purchase, which can be - due to its characteristics- considered the most complex use of new technologies in purchasing process. Results prove that the diffusion of innovation in the purchasing process is significantly influenced by the age group. With age the number of Innovators significantly drops and the percentage of Laggards rises. The ratio of those adopting “early” and “late” significantly changes according to age group as well. Majority of younger respondents are accepting the new technologies into purchasing process early (Innovators, Early Adopters, Early Majority). Middle-aged consumers accept the innovations proportionally - copying the Roger´s curve. Among seniors, the majority is “late” (Late Majority and Laggards).

Keywords

EN

Consumer Behaviour; Adoption; Diffusion Process; Attitudes; Generation X; Y; Z; Senior Citizens; New Technologies; Online Shopping

• Publisher: Sciendo
• Journal: Studia Commercialia Bratislavensia
• Year: 2016
• Volume: 9
• Issue: 33
• Pages: 65-74

Dates

published

2016-06-01

online

2016-08-10

Contributors

author

Janka Kopaničová

• University of Economics in Bratislava, Faculty of Commerce, Department of Marketing, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia

author

Dagmar Klepochová

• University of Economics in Bratislava, Faculty of Commerce, Department of Marketing, Dolnozemská cesta 1, 852 35 Bratislava, Slovakia

References

• Crano, W. D., & Prislin, R. (2008). Attitudes and Attitude Change. New York: Psychology Press.
• Drábik, P., Rehák, R., & Žák, Š. (2014). New trends of digital marketing in retail. In Current challenges of marketing and their application in practice: scientific articles from the international conference: 3 April 2014 (pp. 119-127). Prague, Czech Republic. Zlín: Radim Bačuvčík - VeRBuM,
• Krech, D., Crutchfield, R. S., & Ballachey, E. L. (1962). Individual in Society. New York: McGraw Hill.
• Martinez, E., Polo, Y., & Flavián, C. (1998). The acceptance and diffusion of new consumer durables: differences between first and last adopters. Journal of Consumer Marketing, 15(4), 323-342.[Crossref]
• Mourali, M. (2014). Consumer Adoption of New Products: Independent Versus Interdependent Self-Perspectives. Journal of Marketing, 78(2), 101-117.[WoS][Crossref]
• Obchod. (2013). Online nakupovanie sa stalo štandardom. Obchod : maloobchod, veľkoobchod, distribúcia, 2013(9), 20-21.
• Rogers, E. M. (1962). Diffusion of Innovations. Glencoe: Free Press.
• Rogers, E. M. (1995). Diffusion of Innovations. New York: Free Press.
• Wang, G., Dou, W., & Zhou, N. (2008). Consumption attitudes and adoption of new consumer products: a contingency approach. European Journal of Marketing, 42(1-2), 238-254. [Crossref][WoS]

Identifiers

DOI

10.1515/stcb-2016-0007