Stephen everyday life. By making use of the

Stephen Hawking’s statement in the USA Today that “We are all now
connected by the Internet, like neurons in a giant brain” completely represents
the current situation of the contemporary society (Hawking, 2014). Nowadays, the
Internet is frequently used and is fully implemented in people’s daily lives,
especially when looking to the millennial generation (people who are born
between 1980 and 2000, also referred as Generation Y). This age group has been
raised with internet and technology in the centre of their childhoods. Having
the Internet as an integral part during their lives has completely shaped the
way this demographic communicates, shares information and formed their shopping
behaviour.

The existence of the Internet brought many advantages to the
Generation Y’s everyday life. By making use of the medium, people can
communicate, entertain, learn, search for information and complete everyday
tasks. In addition to this, the tool provides individuals the possibility to
purchase products and services. However, the disadvantages regarding the medium
have been widely discussed; virus threat, spamming, risk of personal
information theft, etc. But, since the advantages keep outweighing the
drawbacks, the majority of the millennials cannot resist bringing it to the centre
of their lives.

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Since the start of the Internet, millennials have always shown
interested to it. This demographic is fully present on the online market and
uses the Internet on a daily basis. According to marketer Patrick Spenner, this
group is the largest generation by population size and is 60 percent more
likely to purchase products or services online (Spenner, 2014).  Looking from a business perspective, the Internet
can be used for creating a competitive advantage and generating profit to reach
this perfect and massive target audience.

With the rise of technology development, a significant proportion of
commercial activities takes place over the Internet. Since the purpose of
business is to sell and generate profit, it is important to analyse online customer
behaviour. Furthermore, in order to develop and apply effective marketing
strategies and to reach a higher level of efficiency, the factors that affect
consumer behaviour should be investigated. Organisations will be able to better
understand the customer needs and wants by directly examining the interaction
between a customer and the online shop.

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