A Comparison of How Online Influencers Affect Fashion Purchasing Behaviour Between Generation Y and Generation Z Consumers in Taiwan
The current economic growth in Taiwan is partly due to the increase of tourists from mainland China since the signing of the Economic Cooperation Framework Agreement (ECFA) in 2010. In addition to retail sales, e-commerce in Taiwan has experienced tremendous growth as a result of high internet penetration and the widespread use of smartphones.
But concern over environmental and social issues is not restricted to younger consumers. Some two-thirds of consumers worldwide say they would switch, avoid, or boycott brands based on their stance on controversial issues. Half of these regard themselves as activists, driven by passion. The other half are less dogmatic, tailoring their decision to the situation at hand.
In 2017, Instagram witnessed around 800 millionmonthly active users, which is 10.5% of the total world population. This result is placingInstagram third on the social network ranking (Millions, 2018; Dreamgrow.com, 2018). Newways of communication are emerging, and interaction is changing with, for example the use ofeWoM (Online Word of Mouth which stands for the 2.0 version of WoM (Word of Mouth)),but it is necessary to understand how different generations are apprehending this change insociety.
Generation Y members consider online shopping to be faster than shopping in the brick-and-mortar stores.The decision making process starts with the choice of a specific product, the choice of suitableshopping place follows afterwards.
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