Tatiana Lorincová – Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia
Ivana Ondrijová – Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia
Jana Kovaľová – Prešovská univerzita v Prešove, Fakulta manažmentu, Konštantínova 16, 080 01 Prešov, Slovakia
DOI: https://doi.org/10.31410/ITEMA.S.P.2019.99
3rd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2019 – Bratislava, Slovakia, October 24, 2019, SELECTED PAPERS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-24-0, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.S.P.2019
Abstract
The aim of the study is to compare personality traits (extraversion, agreeableness, openness
to experience, conscientiousness and neuroticism) and buying behavior among respondents from
the Y and Z generations in the context of gender. The research sample consisted of 105 respondents
aged between 18 and 65 years (average age: 32.34, standard deviation: 11.81). The sample included 57
women, 48 men, 32 respondents from generation Y and 41 respondents from generation Z. A shortened
version of the Big Five (Janovská 2011) questionnaire was used to explore the personality traits, which
consists of 40 adjectives, where respondents answered on the scale from 1 – quite inaccurately to 8
– quite accurately. The Customers’ buying behavior (CBB) authors’ questionnaire consists of 7 items,
where respondents rated by the Likert scale from 1 – doesn’t matter at all to 5 – depends very much.
The research results were processed in statistical program IBM SPSS 20.00 Statistics and assessed by
T-test for two independent samples. Research results showed statistically significant gender differences
in the level of extraversion, agreeableness and conscientiousness in favor of women. On the other hand,
research results showed statistically significant difference in the level of extraversion between respondents
from generation Y and respondents from generation Z in favor of respondents from generation Z.
The limitation of research study is an occasional choice of research sample.
Keywords
Buying Behavior, Customer, Gender, Generation, Personality Traits
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