Identification of Uncertainty Factors in the Consumer Behaviour of the New Generation of Customers at the E-commerce Level

Even though two decades have passed since the introduction of e-commerce in the B2C model, the uncertainty posed by the online environment makes many consumers reluctant to engage in online commerce. The buyer's behaviour is inherently uncertain, given that the buyer's decisions have consequences that cannot be fully predicted. In the relationship between the buyer and the seller, the perceived uncertainty is defined as the extent to which the buyer cannot accurately predict the outcome of the transaction due to factors related to the seller and the product. This paper deals with the uncertainty of the new generation of customers in the process of electronic commerce. Based on the analysis of previous research in the field of perception of and understanding of uncertainty in online transactions, the aim of this paper is to identify the sources of perceived uncertainty of Generation Y when shopping online. Research in this area was carried out using the method of the main components, based on which five factors related to uncertainty and concerns in the process of electronic commerce were extracted. The paper identifies the main factors of uncertainty perceived by customers and also verifies the correlation between these factors and the intention of the Millennials to buy. The subject matter is relevant and applicable both to the area of products but also to the area of services in the field of tourism and hospitality.