Objective - The main objective of the present study was to investigate, using a sample of 486 Slovak consumers, whether there are differences between Generations X, Y, and Z in how often they use single-channel and cross-channel shopping during the process of buying fashion products.

Methodology/Technique - As it turned out, consumers of all generations, regardless of differences, have adopted the innovative online way of shopping due to the development of new technologies, and they seem to be very willing to combine it with the traditional one during the shopping process. Applying the Kruskal Wallis test and boxplots showed that significant differences were measured between Generation X and Y, between Generation X and Z, but not between Generation Y and Z.

Findings - Therefore, the results of the analysis suggest that the oldest generation of consumers (Generation X), achieves the lowest frequency in terms of the purchase journey in the mode of searching and at the same time buying fashion products via the internet. The research with its findings contributes to the current literature on the general understanding of consumer behavior from the perspective of single-channel and cross-channel shopping.

Novelty - Understanding which shopping channels are preferred by consumers leads to improved consumer trust, increased consumer loyalty, and also increased conversion rate, thus creating more significant sales opportunities for retailers. In light of the ever-changing market environment and the development of new technologies, the results can also be beneficial for retailers, as it is essential to monitor the purchase journey and consumer behaviour continuously.

Type of Paper - Empirical

Keywords: Consumer Behavior; Shopping Channel; Cross-Channel; Showrooming; Webrooming.

JEL Classification: M30, M31, M37.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol7.1_1.html

DOI: https://doi.org/10.35609/jmmr.2022.7.1(1)

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