Secondary consumer socialization
Online shopping
DOI:
https://doi.org/10.14267/VEZTUD.2025.03.01Keywords:
consumer socialization, secondary consumer socialization, internet, forms of learning, online shoppingAbstract
The omnipresence of the Internet permeates every aspect of life, and its significance continues to grow. The digital space is an important aspect of consumer existence for both younger and older people. This underpins research exploring diverse consumer segments concerning online shopping, emphasizing generational characteristics and the forms of learning associated with secondary consumer socialization. Employing a two-wave CATI data collection method, the study underscores marked generational and demographic disparities. Men, higher education recipients, and urban dwellers exhibit greater online shopping proclivity, echoing the correlation between youth and heightened digital acumen. The digitally disadvantaged situation of residents of less developed regions increases their vulnerability in exploiting the opportunities offered by online solutions. The study underscores the pivotal role of reliable online information sources in shaping consumer experiences. By delineating formal, non-formal, hybrid, and informal learning forms, the research enriches consumer behaviour, digital knowledge, and online shopping literature.
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