Analyzing the Link Between Time Spent Online and Willingness to Take into Account Recommendations of Friends When Shopping Online

Abstract :

This paper focuses on the analysis of the link between time spent online and willingness to take into account recommendations of friends when shopping online (e-commerce). The basic sample for the purpose of the survey is the generation of Millennials of the region of East Slovakia. The total number of respondents (returned questionnaire) in the sample is 484, of which 88 were removed because the findings did not meet the age (generation Y) and smartphone use requirements. Data collection was conducted through simple random sampling in September and October 2019. To verify the hypothesis, we used StatSoft SPSS software. Due to the nature of the analyzed variables we used Kendall's tau-b test. Based on the research findings, most Millennials spend two to six hours a day on their smartphone, and over three-quarters of Millennials take into account recommendations of friends when buying goods online. Based on the result, there is no significant link between the time spent online using a smartphone and the willingness to take into account recommendations of friends when shopping online.