Abstract

Understanding the way people think and react is paramount for defining how to better serve them with tailored products, services, and marketing strategies. The younger generations have a great dependence on mobile devices and hyper-connectivity, providing a potential for leveraging this tools for add- ing value. This study aims at exploring the differences between the so-called generations X and Y, so that a general glance can be obtained to define the main factors that should be taken into consideration when adapting mobile technology to such markets via mobile e-commerce. Our observations are based on the qualitative information obtained by undertaking focus group, and applying common tools of Content Analysis. The results suggest that there are indeed important differences in the ICT use between the generations. Additionally, we applied a survey to prioritize constructs, found in the literature, related to adoption and appropriation theories, cultural issues, and quality perception. to propose a general model.

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