SZENIOROK FOGYASZTÓI MAGATARTÁS AZ ONLINE VÁSÁRLÁSOK ESETÉBEN MAGYARORSZÁGON

Abstract

The aim of this thesis was to examine the online shopping behivior of the senior population aged 55 and above in Hungary, whith particular focus on motivational factors, the decision making-making process and barries limiting their presence in the digital space. The relevance of the research stems from the growing influence of digital society and acceleration of online shopping trens due to pandemic, which increasingly affected the senior demographic. The theoretical framework was based on classical consumer behavior models through which the offline and online purchasing decisionprocess were compared. For seniors, cultural, psychological and individual factors influencing opennes and activity in online shopping were examined in detail.