Dimensions of the influence of the virtualisation of consumption on the decision-making of young Polish consumers

Abstract

The expansion of the Internet has undoubtedly contributed to the fast development of a trend known as virtualisation of consumption. This consumer trend is primarily followed by young consumers. Their use of the Internet has led to improvements to the consumption process and facilitated their access to unlimited sources of information, consumer goods and services. Information and communication technologies make it easier and faster for young consumers to access rich sources of information about products and services offered on the web. Consequently, consumer choice increases, expanding opportunities for online shopping. In this way, consumption styles may be personalised as young consumers are more and more eager to shop online with home delivery of the goods so purchased. It should also be noted that young online shoppers have easier access to product innovations and can themselves generate such innovations by posting their opinions about specific offers. The objective of the article is to identify how virtualisation of consumption influences the decision-making of young Polish consumers. The first section explains what virtualisation of consumption essentially involves as an alternative consumer trend. In the second part, the research conceptualisation and the research sample selection and characteristics are outlined, and then the concentration is on the use of the Internet by young people and the implementation of virtualisation processes in consumer behaviours of this age group.