O35 - Social InnovationReturn

The aim of the paper is to determine the preferred forms of online shopping and preferred device for online shopping for different product categories by the youth consumers. The research showed that the smartphone plays not only an important role in the consumer behaviour of youth consumers, but they also frequently shop using this device. The paper also identifies the situational and demographic factors affecting online shopping based on which consumer segments were created. Cluster analysis using the K-means algorithm formed consumer segments in the online market in the Czech Republic. Four segments were defined – economically decisive from a city, emotively decisive, rationally thinking from a town, economically active. The results can be purposefully used in creating recommendations for e-shops and for their marketing management.