Wymiary wpływu wirtualizacji konsumpcji na podejmowanie decyzji przez młodych polskich konsumentów
Dimensions of the influence of the virtualisation of consumption on the decision-making of young Polish consumers

Summary/Abstract: The expansion of the Internet has undoubtedly contributed to the fast development of a trendknown as virtualisation of consumption. This consumer trend is primarily followed by young consumers.Their use of the Internet has led to improvements to the consumption process and facilitatedtheir access to unlimited sources of information, consumer goods and services. Information andcommunication technologies make it easier and faster for young consumers to access rich sources ofinformation about products and services offered on the web. Consequently, consumer choice increases,expanding opportunities for online shopping. In this way, consumption styles may be personalised asyoung consumers are more and more eager to shop online with home delivery of the goods so purchased.It should also be noted that young online shoppers have easier access to product innovations andcan themselves generate such innovations by posting their opinions about specific offers.The objective of the article is to identify how virtualisation of consumption influences thedecision-making of young Polish consumers. The first section explains what virtualisation of consumptionessentially involves as an alternative consumer trend. In the second part, the researchconceptualisation and the research sample selection and characteristics are outlined, and then theconcentration is on the use of the Internet by young people and the implementation of virtualisationprocesses in consumer behaviours of this age group.

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