Förslag till fortsatt forskning

Med denna studie som grund anser uppsatsens författare att det krävs fortsatt forskning om faktorer som påverkar unga konsumenters attityd till e-handel. Ett större och mer diversifierat urval hade kunnat svara på fler frågor. En kvalitativ studie i form av fokusgrupper hade kunnat räta ut frågetecken som utvecklats under studiens gång. Att unga konsumenter var mer benägna att läsa än att skriva kommentarer på internet om varors kvalitet, pris m.m. förtjänar ytterligare förklaring. Vidare forskning om skillnader mellan generationer inom gruppen unga konsumenter skulle även bidra till ökad insikt om hur gruppen unga konsumenter kännetecknas. Deep Focus (2015) kom till exempel i sin undersökning fram till att Generation Z är mer intresserade av upplevelser och att lära sig användbara egenskaper medan Generation Ys intresse faller på det mer traditionella. En annan fundering som väcktes hos författarna under studiens gång var huruvida generationerna skiljer sig åt beträffande vad för slags produkter som faktiskt inhandlas via internet.

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