Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Reference: Horvath, J., Gavurova, B., Bacik, R. & Fedorko, R. (2021). Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level. Journal of Tourism and Services, 22(12), 168-183. doi: 10.29036/jots.v12i22.263

Authors

DOI:

https://doi.org/10.29036/jots.v12i22.263

Keywords:

e-business, e-commerce, e-shop, consumer behaviour, new generation of customers, uncertainty

Abstract

Even though two decades have passed since the introduction of e-commerce in the B2C model, the uncertainty posed by the online environment makes many consumers reluctant to engage in online commerce. The buyer's behaviour is inherently uncertain, given that the buyer's decisions have consequences that cannot be fully predicted. In the relationship between the buyer and the seller, the perceived uncertainty is defined as the extent to which the buyer cannot accurately predict the outcome of the transaction due to factors related to the seller and the product. This paper deals with the uncertainty of the new generation of customers in the process of electronic commerce. Based on the analysis of previous research in the field of perception of and understanding of uncertainty in online transactions, the aim of this paper is to identify the sources of perceived uncertainty of Generation Y when shopping online. Research in this area was carried out using the method of the main components, based on which five factors related to uncertainty and concerns in the process of electronic commerce were extracted. The paper identifies the main factors of uncertainty perceived by customers and also verifies the correlation between these factors and the intention of the Millennials to buy. The subject matter is relevant and applicable both to the area of products but also to the area of services in the field of tourism and hospitality.

Author Biographies

Jakub Horvath, Faculty of Management, University of Prešov, Prešov, Slovakia

PhDr. Jakub Horvath, PhD. MBA

Faculty of management. University of Prešov

Department of management

Konštantínova 16

080 01 Prešov

Slovakia

unipo.sk/fm

jakub.horvath@unipo.sk

Jakub Horvath is an assistant professor at the Faculty of Management, University of Prešov. His main research area is new generation customer shopping behaviour online and uncertainty in online transactional relationships.

Beata Gavurova, Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Košice, Slovakia

prof. Ing. Beata Gavurova, PhD. MBA

0000-0002-0606-879X

Technical University of Košice, Faculty of Mining, Ecology, Process Control and Geotechnologies, Institute of Earth Resources

Letná 9

042 00 Košice

Slovakia

https://fberg.tuke.sk/wps/portal

beata.gavurova@tuke.sk

Beata Gavurova is an expert in finance, financial analysis, and financial risk management. She focuses on her research work on measurement and performance management issues in various sectors, process management, process optimization, and strategic and performance benchmarking. Her dominant research area is the development and testing in the management and performance measurement, the evaluation of methodologies, and the preparation of an application platform for innovative management and performance measurement with the support of ICT. She led several national projects, has participated in many international projects targeting the innovative applications of ICT in the private and public sectors.

Radovan Bacik, Faculty of Management, University of Prešov, Prešov, Slovakia

doc. PhDr. Radovan Bacik, PhD. MBA. LL.M.

Faculty of management. University of Prešov

Department of management

Konštantínova 16

080 01 Prešov

Slovakia

unipo.sk/fm

radovan.bacik@unipo.sk

Radovan Bacik is an associate professor at the Faculty of Management, University of Prešov. His main research area is the development of electronic and mobile commerce in the aspect of the impact of modern technologies and mobile communication platforms on consumer behaviour and consumer preferences.

Richard Fedorko, Faculty of Management, University of Prešov, Prešov, Slovakia

doc. Mgr. Richard Fedorko, PhD.

Faculty of management. University of Prešov

Department of management

Konštantínova 16

080 01 Prešov

Slovakia

unipo.sk/fm

richard.fedorko@unipo.sk

Richard Fedorko is an associate professor at the Faculty of Management, University of Prešov. His main research area is the perception of e-commerce aspects and their impact on purchasing behaviour and consumer preferences.

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Published

2021-06-30