Success factors of Mexican online shops in view of the upcoming shopping generations

Abstract

It can be assumed that people who have grown up with mobile communication will develop a different information, decision and buying behaviour than silver surfers, Generation X or Generation Y (Digital Natives). For B2C companies it will be important to adjust their communication and selling processes to the special needs and behaviour of younger generations by the time they will become solvent customers. In emerging countries in Latin America, including Mexico, there are other challenges that have to be taken into account. The situation is more complex, on the one hand due to the lack of infrastructure and on the other hand due to a lower level of acceptance of new technologies than in developed countries....