An integrated model of the younger generation's online shopping behavior based on empirical evidence gathered from an emerging economy.
The younger generation is the largest Internet user group in China. They are the first generation to grow up with computers, the Internet, smartphones, online social media, and online shopping. The individuals that belong to this generational cohort have one thing in common-their online shopping beh...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Public Library of Science (PLoS)
2020-01-01
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| Series: | PLoS ONE |
| Online Access: | https://doi.org/10.1371/journal.pone.0232213 |