Abstract:The purpose of this paper is to investigate whether and how the generation Y changes shopping channels in their consumption decision path. Linking the online and offline channels in consumer journey has been evaluated. The first part of the work presents literature reviewshopping behaviour patterns among generation Y, online and offline channels in the purchasing process, multichannel and omnichannel perspectives. The second part of the work presents the results of authors' original empirical pilot research on… Show more
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