Modern Consumer in Cyberspace – Internet and Psychology Approach

Online reality becomes a natural environment for nowadays companies. As more and more companies have understand a necessity of their presence in the cyberspace, they still need to learn about complex nature of young people who are becoming customers. The paper aims to present modern consumer from sociological and psychological perspective. First, it describes generations Y, Z, and C and their most common online activities and then concentrates on their behaviors performed online. To reach the aim of the paper, a study has also been conducted to investigate discussed behaviors.