37

Yun Jung Won

11- Amare

Shopping has evolved in many ways one could imagine. From the conventional over the

counter system to a simple check-out tab on one’s mobile device or PC, online shopping has

tremendously taken the world by storm. Online shopping is a form of electronic commerce which

allows users or consumers to directly buy goods or services from a supplier over the Internet using

a web browser. It has become a phenomenon - so profound that a shopping done in hours can

already be completed in just mere seconds. Even with the old-age tradition and practice of retail

shopping, changes in technology and people’s openness to conform to demand, has led the sudden

shift in buyer’s preferences and attitudes. In addition to this observation, online shopping has also

become prevalent among the younger generation. It has become a more popular means in the

Internet world (Bourlakis et al., 2008). It has developed a great impact on young generation.

This paper is about the impacts of online shopping to the young generation. For purposes of

discussion, young generation refers to the Generation Y, or those that are born from 1977 – 1990

who are between the age range of 18 – 32 years old (Strauss, 1991). The Table that follows provide

an illustration of who the young generation is as used in this research. The Generation Y or the

Millennials comprise thirty percent (30%) of the total number of internet users. Although this

profile has not directly established that internet use is directly linked to online shopping, the data

is only being utilized to describe two things; one, for the definition and two, for the internet-using

population.
 However, in a study conducted by Kennick and Hubona, young adults are noted to be more

attracted in online shopping as compared to others. Young people can easily study the skills

necessary for online shopping. (Hubona, 1996).

Online shopping has become a game - changer. Its impact to the young generation cannot be

underscored. Empirical research shows that convenience of the internet is one of the impacts on

consumers’ willingness to buy online. (Wang, 2005) Online shopping is convenient because people

don’t need to suffer from the traffic jam and they don't need to shop for long hours just to find the

cheapest clothes or the trendy gadgets. This statement shows that if there is internet access, then

everything can be done through online by just one-click.

Electronic Commerce also enhances flexibility and convenience. Consumers can enjoy window
shopping on the Internet without the pressure to purchase, unlike the traditional shopping

environment. (Swaminathan, 1999) In a traditional shopping environment, one has to deal with the

sales ladies going after them and telling their sales pitch to influence buyers. Online, on the other

hand, buyers may not decide right away and they can enjoy virtually window shopping more. Some,

however, would claim that in online stores customers can’t have any sense about the product they

see in the internet (seeing, touching, tasting, smelling, and hearing) as they search for and purchase

products. In online stores, consumers may develop low trust and perceive elevated risk highly

because of the lack of face-to-face communication. (Murray, 2003)

The trend of online shopping is producing a good results to both IT and delivery industry. To

maintain frequent customers, the sellers need to reach the satisfaction of each and every person

who is visiting the websites. Hence, they need to keep updating the new trend items, change the

website designs, and must gain trust by the costumers. It needs many workers, such as, website

designer, programmer, trend observer, data saver and even famous model for advertisement. This

provides more job opportunities to those incoming programmers and designers. Delivery service

is not an exception. According to Mary Weinstein, 73% of the consumer choose to shop online

because its time saving. It means that when the delivery late, there will be no costumers who would

like to wait 2-3 days just for the purchased items to be delivered. It means that the sellers must not

focus only on the products, but also the services. In order to meet the standard of the costumer,

sellers must look for a fast and credible delivery enterprise which it also gives good opportunities

for job.

On the one hand, retailers try to decrease the cost of their products and services because of the

price war in the market. ( Haubl, G., & Murray, K.B. ) The most overlooked disadvantage to shop

online is that there is no guarantee of a product. Such as product risks, financial risks, and delivery
risks. Furthermore, online shopping also encourages producers to use non-eco-friendly materials

for packaging purchases. The amount of plastic, paper, and bubble wrap, which is non-recyclable

product, usually destroys the environment.

3) Although there are some risks and disadvantages in shopping online, it is convenient and easy

enough that 10years old girl can simply shop with her cell phone. Furthermore, in this busy society,

people wants to kill two birds with one stone. If online shopping is only convenient and not

beneficial, then no one will spend his/her money to buy a product that can't be seen or even touched.