Abstract

KUSTER-BOLUDA, Ines; ALDAS-MANZANO, Joaquín; RODRIGUEZ-SANTOS, Mª. Carmen  and  VILA, Natalia. Cross-cultural differences in purchasing decisions among European youth. Innovar [online]. 2010, vol.20, n.37, pp.163-178. ISSN 0121-5051.

This work has been proposed around two main objectives: on the one hand, to research motivations for purchasing decisions among young European consumers in four countries; and on the other, to analyze how the influence of these motivations vary when consumers of diverse nationalities and product categories are taken into account. To carry out this study, a 'convenient sample' was surveyed on line. To so, there was cooperation from five universities that took part in this network: one in France, one in Germany, one in Italy and two in Spain. In this manner, a final sample of 295 young people was obtained. The results show that determining factors in the purchasing behavior of young people are neither unique nor universal. These factors can be classified in three large blocks: product characteristics, outside influences on the individual and their internal personal values.

Keywords : Online purchasing; consumer behavior; young people; cross-cultural.

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