With the continued growth of electronic commerce (e-commerce), marketers are investigating how to target and segment online consumers. This study investigates one segment of consumers, referred to as the Millennial generation, born between 1982 and 2003 (Howe & Strauss, 2000). This generation grew up with technology and the Internet and it is estimated that their current direct and indirect impact on spending ranges between $50 and $500 billion annually. The Millennials began graduating from college in 2001 and as these individuals enter the workforce their buying power is increasing and will impact the economy for the next 40 to 50 years (Alch, 2000). Therefore, understanding the online shopping and purchasing behavior of university and college Millennial students can assist marketers in meeting the consumer needs of this generation.
|Subjects||Marketing; Management; Web studies|
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