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Shifting of Paradigm in Buying Behaviour of Digital Natives

Shifting of Paradigm in Buying Behaviour of Digital Natives

Shee Mun Yong
Copyright: © 2023 |Pages: 38
ISBN13: 9781668467824|ISBN10: 1668467828|ISBN13 Softcover: 9798369348451|EISBN13: 9781668467831
DOI: 10.4018/978-1-6684-6782-4.ch003
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MLA

Yong, Shee Mun. "Shifting of Paradigm in Buying Behaviour of Digital Natives." Digital Natives as a Disruptive Force in Asian Businesses and Societies, edited by Omkar Dastane, et al., IGI Global, 2023, pp. 44-81. https://doi.org/10.4018/978-1-6684-6782-4.ch003

APA

Yong, S. M. (2023). Shifting of Paradigm in Buying Behaviour of Digital Natives. In O. Dastane, A. Aman, & N. Bin Mohd Satar (Eds.), Digital Natives as a Disruptive Force in Asian Businesses and Societies (pp. 44-81). IGI Global. https://doi.org/10.4018/978-1-6684-6782-4.ch003

Chicago

Yong, Shee Mun. "Shifting of Paradigm in Buying Behaviour of Digital Natives." In Digital Natives as a Disruptive Force in Asian Businesses and Societies, edited by Omkar Dastane, Aini Aman, and Nurhizam Safie Bin Mohd Satar, 44-81. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-6782-4.ch003

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Abstract

Digital natives are Millennials and Gen Zs who grew up under the ubiquitous influence of the internet and digital technologies. As these generations come of age, they represent the largest group of consumers with spending power on the rise, commanding $360 billion in disposable income, and are expected to take the lead in global market growth on online retail sales. As that figure increases, it raises a question in the business community on ways to market to these digital natives as their spending habits differ drastically from the previous generations. The focus of this chapter is to undertake a more in-depth study on the predictors of their buying behaviour and the relationship between the predictors and their determinants.

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