Purpose – The purpose is to gain deeper knowledge of young consumers' purchasing behaviour towards web sites' country of origin and compare this with the behaviour of adults. The question is why web sites from some countries are perceived as safe and others as risky and insecure. Design/methodology/approach – The approach was to undertake a focus group methodology for data collection. Two young consumers' groups and two adults' groups are interviewed. Their behaviours towards web sites from Sweden, Russia and Australia are examined. The theoretical view is constructed on relationship elements of trust, commitment and the surrounding networks. Findings – The research provides an insight into the young consumers' purchasing behaviour towards web sites from different countries and concludes how and why this is similar to or different from that of the adult consumers. Practical implications – The higher risk‐taking manner of young consumers can help families to pay more attention to their youngsters' purchasing behaviour. It aids business firms to understand why some groups of consumers avoid purchasing from their web sites. Originality/value – It is an answer to the recent researchers' claim for the need to understand young consumers' behaviour towards web sites from different countries. The development of the theoretical view and the results obtained can add new knowledge and construct new understanding of the phenomenon.
Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing
Published: Aug 30, 2011
Keywords: Young consumers; Country of origin; Online shopping behaviour; Adult consumers; Relationship; Commitment; Trust; Knowledge; Network