Generation Y and online fashion shopping: Orientations and profiles

By Riadh Ladhari, Jessica Gonthier, Mathieu Lajante. Journal of Retailing and Consumer Services, 2019

207 citations recorded by the source corpus.

Abstract The goal of this research is to segment Generation Y female online shoppers according to their psychographic, demographic, and behavioral characteristics. Data were collected from members of two consumer panels of a women's fashion retailer. In total, 538 women who made purchases on the fashion retailer's website completed the survey. The results reveal four approaches to online shopping: trend shopping, pleasure shopping, price shopping, and brand shopping. Six shopping profiles have also been identified, each with different objectives: price shoppers, discovery shoppers, emotional shoppers, strategic shoppers, fashionistas, and shopping fans.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/04933640808d54ebafe1975301e918e71dff8b00

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1. Sangeeta Mehrolia
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Citations in the corpus

• Customers response to online food delivery services during COVID‐19 outbreak using binary logistic regression (2020, result): “Similar findings were recorded by several researchers, particularly in ecommerce-based research (Ha, 2012; Ladhari et al., 2019; Lissitsa & Kol, 2019).”