Future Shopping Trends Generations Y and Z Through the Lens of E-Tam

Generations Y and Z constitute the most prominent consumer demographic globally, and businesses are becoming increasingly focused on their online shopping behaviors. This book is a comprehensive resource for individuals seeking insights into these generations' perspectives on online shopping.

Key topics covered in the book:

• The relationship between the online shopping behavior of Generations Y and Z and the e-TAM model.

• Factors influencing their online shopping experience: ease of use, compatibility, privacy, and security.

• How businesses can develop marketing strategies targeting Generation Y and Z.

• The future of online shopping and the role of Generations Y and Z in this future.

This book is a significant resource for communication professionals, scholars, students, and individuals interested in gaining insights into consumer behavior in the digital age.