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Millennials Consumers' Behaviors between Trends and Experiments

Millennials Consumers' Behaviors between Trends and Experiments

Muhammad Anshari, Yabit Alas, Abdur Razzaq, Masitah Shahrill, Syamimi Ariff Lim
Copyright: © 2021 |Pages: 17
ISBN13: 9781799889571|ISBN10: 1799889572|EISBN13: 9781799889588
DOI: 10.4018/978-1-7998-8957-1.ch076
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MLA

Anshari, Muhammad, et al. "Millennials Consumers' Behaviors between Trends and Experiments." Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business, edited by Information Resources Management Association, IGI Global, 2021, pp. 1492-1508. https://doi.org/10.4018/978-1-7998-8957-1.ch076

APA

Anshari, M., Alas, Y., Razzaq, A., Shahrill, M., & Lim, S. A. (2021). Millennials Consumers' Behaviors between Trends and Experiments. In I. Management Association (Ed.), Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business (pp. 1492-1508). IGI Global. https://doi.org/10.4018/978-1-7998-8957-1.ch076

Chicago

Anshari, Muhammad, et al. "Millennials Consumers' Behaviors between Trends and Experiments." In Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business, edited by Information Resources Management Association, 1492-1508. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-8957-1.ch076

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Abstract

Millennial consumer behaviors approach purchasing or shopping things differently when compared to what earlier generations encountered. Each generational cohort shares a common technological, social, political, historical, and economic environment that shapes and distinguishes them from one another and the millennial generation is using social media as a shopping platform. Technology advancement has become far more user-friendly during millennials' lifetimes, as they are attached to the social media given that it has become a platform that is utilized to communicate and shop. The aim of the study is to look at the characteristics of consumers' behaviors as it has a huge impact on the development of new business strategies. This article provides an analytical framework of millennial consumers' behaviors based on previous studies along with data collected from a focus group discussion. The study finds that millennials are more confident compared to earlier generations, more willing to be experimented on and willing to experiment, and are fashionable trend-wise. In terms of technology adoption, millennials have adopted technology as a way of life which makes full use of its functions ranging from communication to entertainment and optimized social media presence is essential for brands that are targeting millennials.

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