Consumer Behavior in the Information Economy: Generation Z

نویسندگان

چکیده

The article examines the features of consumer behavior Generation Z, largest group in world today. authors highlight ability and willingness to purchase goods services online as main trends changing behavior, while means getting information, choosing a product (service), paying for today are smartphones tablets actively used by representatives Z. Z has been determined be digital consumers boldly shopping online. They stay most their time (working online, studying social media from 3 6 hours day, watching movies entertainment content etc.) before purchasing anything, expects access evaluate reads reviews, conducts its research. looks forward co-creation with brands, participation teams, collaboration managers; it innovation employers, leaders, brands. Due this literate consumption, makes highly informed, more pragmatic, analytical decisions than previous generations. also shows that networks becoming channel delivering advertising information young audience focus on visual (video, infographics) shortest formats possible: consumes fragmentarily, they use several devices simultaneously.

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ژورنال

عنوان ژورنال: International Journal of Financial Research

سال: 2021

ISSN: ['1923-4023', '1923-4031']

DOI: https://doi.org/10.5430/ijfr.v12n2p164