Objective - The paper focuses on the identification and specification of the Y and Z Generation online consumer behaviour and analysis of factors affecting the frequency of online shopping for young Slovak consumers. The aim of this paper is to identify the factors affecting the frequency of online shopping among Millennials and Post-Millennials consumers.

Methodology - The primary data collection was done by the self-administrated questionnaire and involved 758 respondents from the Slovak republic. The method of ordinal logistic regression was applied with the focus on the 45 factors influencing the frequency of online shopping were examined within two models.

Findings - The results of the research on the online shopping consumer attributes revealed 13 statistically significant factors affecting the frequency of online shopping.

Novelty - The attention is focused on the impact of individual characteristics of respondents, their online consumer attributes, their attitudes towards online shopping, financial risk perception, the impact and perception of promotion on their purchasing decisions, perception of the importance of guaranteeing risk-free online shopping, product range offer, and individual characteristics of an e-shop.

Type of Paper - Empirical

Keywords: Millennials; Post-Millennials; frequency of online shopping; e-commerce; consumer behaviour;

JEL Classification: M31, M39.

URI: http://gatrenterprise.com/GATRJournals/JBER/vol6.4_5.html

DOI: https://doi.org/10.35609/jber.2022.6.4(5)

Pages 40–50