Abstract:

The issue of uncertainty in online transactions is still a relatively new and little researched area of ​​knowledge which is rapidly developing mainly due to the developments and growth of e-commerce. The behaviour of consumers is inherently uncertain, given that consumers’ decisions have consequences which cannot be fully predicted. In the relationship between the consumer and the seller, the perceived uncertainty is defined as the extent to which the consumer cannot accurately predict the outcome of the transaction due to factors on the part of the seller or the product. The aim of this paper is to identify differences in the perception of uncertainty of Generation Y (Millennials) when shopping online regarding their education. The research made use of non-parametric Man-Whitney U test based on which differences in the perception of these factors by respondents were determined (while their education was considered). The paper confirmed differences in the assessment of uncertainty factors between Generation Y groups of respondents regarding their education.