Abstract:

This paper focuses on examining the impact of confidence in online shopping via smartphones on the purchase frequency in the new generation of consumers – generation Y. The basic population for the purpose of the survey is the Millennials of the region of Eastern Slovakia. The total number of respondents who returned the questionnaire was 484, of which 88 were removed from the sample because they did not meet the age requirement (generation Y) and smartphone use requirements. Data collection was conducted through simple random sampling in April and May 2019. To verify the hypothesis, we used StatSoft SPSS software. Due to the nature of the analyzed variables we used Gamma test. Based on the research findings, over half of the respondents trust online shopping. Also, more than a half of the new generation of consumers (the Millennials) purchase online via smartphone several times a week or several times a month. As a result of the hypothesis verification, we state that there is a significant link between confidence in online shopping and the frequency of online shopping.